Automation increases your agency capacity and can help drive your agency force. Implementing a marketing automation program without purpose however, can easily become a one-way ticket to excess. I have seen time and time again, teams that grab a list without any real thought or direction and send out thousands of emails at one time. This rarely results in the outcome you’re looking for.
The solution to this problem is implementing purposeful, strategic workflows. Workflows provide guidance and definition to a marketing automation program using “if this, then that” steps on what needs to happen. Allow me to explain how using automated workflow technology will help you drive your agencies’ productivity. Let’s use an example of a simple communications workflow — connecting with a customer for a quote follow up. Based on the following cost assumptions, we can all agree it is most efficient and cost effective to email and/or mail a client prior to a staff member making a phone call.
- Email: free to send
- Letter / postcard: .29 -.42 cents postage, and the time to write and process the mailing
- Person on a call: $2.50 for a 10-minute call, $1.25 for a 5-minute call, based on a wage of $15.00 an hour
Where does a purposeful workflow fit in?
To connect with a customer to provide a follow up quote, you want to invoke the two most efficient processes prior to attempting a call. So, it would look like this: Email > Mail > Call >
This example is a very simple, yet difficult workflow. Most agencies never use the most cost effective steps first! They use the call almost exclusively. What’s more, in a customer centric universe, the customer’s preference hasn’t been accounted for.
What if there was a better way to connect – saving time and money?
Automated workflow technology implemented to handle simple communications with a customer can save time and money and improve overall agency capacity. Rather than picking up the phone to follow up on a quote, a simple workflow could be executed.
- Email sent out – if opened a call is scheduled for a designated number of days later, if not opened then a mailer is sent
- Mail is sent out – if no payment is sent within designated number of days, a call is scheduled.
Workflows can be customized even further to make them more effective. For example, from an email, the customer can “click-through” to the phone number that routes a call to the appropriate person. “Huh?” you say. In our example, a quote follow up workflow, a call from the customer should probably go back to the person who provided the quote.
All of this may have you a little dizzy, it has me a little dizzy as well… Which is why technology is so cool and important! Technology does not get dizzy and workflows can be designed to do what you need them to do, which is the most effective, cost efficient approach to solve the task at hand.
If you want to learn more or take a quick demo, please feel free to call me at 818-309-8654.
By Warner Carrillo
Warner Carrillo has 15 years experience in insurance with a strong innovative mind seeing the story line through the data. He is currently the VP of Client Engagement with Imprezzio