Gallagher Bassett’s client services director, Rob Glenister, explores how innovative account management can lead to improved client relationships, customer satisfaction and business growth
In an era where customer expectations are constantly evolving, generative artificial intelligence (AI) is commonplace and Zoom fatigue continues to be a challenge, finding the right balance between innovative technology and personalised service is crucial.
Developing a strategic approach to client management is essential for nurturing trust, fostering loyalty and delivering outcomes that matter. This is why adapting and implementing a client management strategy to meet and exceed industry best practice is important.
This commitment to excellence not only fosters robust client relationships, but it also cultivates customer satisfaction, loyalty and retention, which are pillars of a successful business strategy.
When clients choose a provider to deliver their claims and risk management, deploying the following key initiatives can enhance their customer journey.
1. Proactive communication
Through a combination of video conferencing and in-person meetings, teams should proactively engage with clients to understand their needs and expectations, alongside seeking to communicate opportunities to improve their insurance programme.
2. Collaborative knowledge
Fostering collaboration across departments – operations, sales, marketing and information technology – fuels creative propositions that precisely meet clients’ needs.
3. Continuous learning
Ensure teams are always ahead of the curve by facilitating access to the latest industry trends, technologies and best practice through comprehensive training programmes, conferences and networking opportunities.
4. Data driven insights
Utilising data analytics to understand client behaviours, preferences and challenges enables the crafting of innovative, bespoke strategies that address the unique needs of each client.
5. Value-added services
Continuously seeking opportunities to offer services or products that enhance core offerings provide clients with innovative propositions that tackle their specific challenges head-on.
6. Regular feedback loops
Implementing systematic feedback mechanisms to stay in tune with clients’ experiences, enabling the identification of improvement areas swiftly.
This approach not only drives innovation but also ensures consistent delivery that exceeds client expectations.
Innovation in client management is more than a strategy – it’s the ethos that guides the approach to creating personalised, proactive solutions, fostering continuous improvement and building strategic partnerships.
Dedication to innovation not only sets providers apart from the competition but also solidifies relationships with clients, driving mutual growth and success. Embracing these innovative practices can differentiate businesses, strengthen client relationships and achieve unparalleled growth.
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