Insurance firm relies on technology from Who's Calling to create sustainable competitive advantage

As competition heats up, Signature Financial develops superior techniques for maintaining relationships with brokers and agents

As the insurance market continues to grow in both scale and complexity, independent life brokerage agencies face a widening array of challenges. The ability to develop, nurture and maintain mutually advantageous relationships with independent brokers and agents is already emerging as a crucial competitive edge.

“Agents are constantly trying to determine which marketing organizations bring the most value to the table,” says Kenny Bryson, Senior Vice President of Marketing at Signature Financial Services LLP. “The marketing organization’s goal is figuring out new ways to add value so the agent has a valid reason for doing business with them.”

One surefire way of adding value is by leveraging technologies that make life easier for the agent. “If I make it easier for an agent to make an appointment or I make it easier for an agent to access value-added tools, the agent is more likely to stick with me,” says Bryson.

From Bryson’s perspective, technology enables loyalty. In the insurance business, loyalty has a distinct value. “Repeat business is extremely important because you don’t want to lose what you already have. It’s also crucial to retain your top producers, because they drive your revenue higher.”

Sales enhancement technologies from Who’s Calling make it easier for Signature to launch campaigns and to determine the impact of those campaigns in real-time. Signature can also monitor the performance of its own staff to ensure that inbound calls generated by its campaigns are handled properly.

From the standpoint of human capital management, our technology investment has already proven its value,” says Bryson. “Now we can launch a telephone campaign that touches 20,000 people in a single night – without a huge staff. Recently we offered a workshop and signed up 25 attendees in two days. In the past it would have taken about 10 days and a couple of staffers to sign up as many people.”

Bryson believes that technology offers a twofold benefit for companies such as Signature. In addition to achieving superior results from its ongoing marketing efforts, Signature positions itself as a technology-savvy business partner with a clear business vision.

“We have 12,000 agents in our database and they rely on us to keep them informed about what’s happening in the insurance market,” says Bryson. “Agents don’t have the time to investigate every new product that comes along. In today’s environment, many products appear and vanish within a six-month span. The agents depend on us to perform the due diligence and offer them choices. They trust us and we honor that trust.”

"From the standpoint of human capital management, our technology investment has already proven its value. Now we can launch a telephone campaign that touches 20,000 people in a single night – without a huge staff. Recently we offered a workshop and signed up 25 attendees in two days. In the past it would have taken about 10 days and a couple of staffers to sign up as many people." -- Kenny Bryson, Senior Vice President of Marketing Signature Financial Services LLP

Challenge: Signature Financial Services LLP faces increased competition for the attention and loyalty of independent brokers and agents it depends on for revenue.

Solution: Signature Financial created a competitive edge for itself by offering brokers and agents access to superior technologies. It also established itself as a technology leader through its use of Who's Calling technologies to increase the impact and effectiveness of its marketing campaigns.

Result: Signature Financial competes successfully in a highly complex business environment by offering superior service and differentiating itself as a technology leader.

Call 1-866-688-9300 for a free consultation with your local Who's Calling consultant and find out why it pays to know Who's Calling.

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