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Navigating technology: Elevate the client experience

April 15, 2024

Digital technology showcases its power when used inside an agency to assist with nurturing the client experience. Solutions span onboarding, communications, payments, claims and renewals, imitating human interaction and collecting data that can be used to power future relations. We’re accustomed to the tools, but what drives their value and ultimately affects retention and growth within your accounts? There are three core features that underly effective client technology and empower a consistent, connected experience: integration, curation and scalability.

Integrating systems allows for a seamless flow of information, curation helps make sense of the vast amount of data collected and scalability ensures that the technology can grow and adapt as your business needs change, handling increased workload or expanding in complexity without compromising performance.

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Integration: The foundation of a connected experience

Integration is the first step in creating a connected client experience. By integrating your various systems, from your CRM to your billing platform to your communication tools, you ensure that information flows seamlessly between them. This not only eliminates data silos but also ensures that your team has access to up-to-date, consistent information, regardless of the system they’re using. For example, when a client updates their contact information in your mobile app, that change can be instantly reflected in your AMS, CRM and email marketing tool.

Benefits of integration include:

  • Streamlined operations
  • Enhanced client service
  • Improved decision making
  • Increased productivity
  • Cost savings
  • Enhanced flexibility

Curation: Making sense of data

With the vast amount of data that insurance agencies collect, curation is essential. Curation involves organizing and interpreting data to make it useful and actionable. This can involve everything from segmenting your client list for targeted marketing campaigns to analyzing claims data to identify trends and potential risks.

Curation allows you to leverage your data to provide personalized service, make informed decisions and anticipate your clients’ needs. For instance, by analyzing a client’s interaction history, you can identify their preferred communication channel, their policy preferences and any recurring issues they face. This information can guide your interactions with the client, ensuring that your service meets their unique needs and expectations.

Moreover, by analyzing aggregate data, you can identify broader trends and insights, such as common reasons for claims or factors affecting policy renewals. These insights can inform your agency’s strategies and initiatives, from product development to client retention efforts.

Benefits include:

  • Improved information accessibility
  • Enhanced knowledge sharing
  • Preservation of digital assets
  • Contextualization
  • Quality control
  • Personalization
  • Content value maximization

Scalability: Adapting to business growth

A scalable system can handle increased workload or complexity as your business grows, without compromising performance or efficiency. For insurance agencies, scalability has several significant benefits.

As your agency expands, you’ll likely experience an increase in data volume, client interactions and operational complexity. A scalable system can comfortably accommodate this growth, ensuring that your technology infrastructure doesn’t become a bottleneck.

For instance, a scalable AMS can manage an increasing number of client accounts and interactions, ensuring that you maintain a high level of service as your client base grows. With its data storage, an AMS that grows with your business can handle growing volumes of data, ensuring that your team can access and analyze data quickly and efficiently, regardless of its size.

Scalability also means that your technology can adapt to changing business needs or market conditions. Whether you are launching new products, expanding into new markets or adapting to regulatory changes, a scalable system can be adjusted or extended to support these changes. This ensures that your technology remains fit-for-purpose, even as your business evolves.

Moreover, scalability can be cost-effective. With scalable systems, you can typically pay for what you use, allowing you to start small and increase your usage as needed. This not only saves costs but also reduces the risk of over or under-provisioning.

The road ahead: Embracing technology for client experience

As we look to the future, these three components – integration, curation and scalability – will continue to be crucial in harnessing the power of technology to enhance the client experience. It’s important to remember that technology is a tool, not a solution in itself. The real value lies in how you use this tool to serve your clients better, meet their evolving needs and create meaningful relationships. The goal should always be to enhance the human element of your service, not replace it. Technology should make it easier for your team to deliver personalized, efficient and responsive service, making your clients feel valued and understood.

In addition, as technology continues to evolve, agencies must stay agile and adaptable. This means continuously evaluating your technology strategy, exploring new tools and technologies and being willing to innovate. It also means listening to your clients, understanding their changing needs and expectations and aligning your technology strategy accordingly.

Digital technology still holds immense potential for independent insurance agencies. By integrating systems, curating data and scaling as you grow, you can leverage technology to deliver a superior client experience.


  • The information included in this article was obtained from sources believed to be reliable, including subject matter experts, to help users address their own risk management and insurance needs. It does not and is not intended to provide legal advice. Nationwide, its affiliates and employees do not guarantee improved results based upon the information contained herein and assume no liability in connection with the information or the provided suggestions. The recommendations provided are general in nature; unique circumstances may not warrant or require implementation of some or all of the suggestions. Nationwide, Nationwide is on your side, and the Nationwide N and Eagle are service marks of Nationwide Mutual Insurance Company. ©2024 Nationwide.