Technology alone can't provide a magic solution to one of the major challenges facing brokers and their clients during open enrollment — but it certainly helps.

“Our biggest challenge is communication,” says Linda Garcia, vice president of human resources for Rooms to Go, a furniture retailer based just outside Tampa. Her company has 7,500 employees working at 160 retail outlets and seven distribution centers across the Southeast and Texas.

“We simply don't have the resources to send an HR person to every store,” Garcia says. “We are taking advantage of technology, and we are combining the best of old- and new-school tactics. All employees receive printed materials; we hold as many in-person meetings as we can; and we broadcast those meetings to our distribution centers. Technology really has helped us reach our employees with a more consistent message.”

This high-tech, high-touch strategy also resonates with Kathy O'Brien, vice president of voluntary benefits and national client group services for Unum in Chattanooga, Tennessee.

“Technology continues to grow and be a big part of enrollment — much more than in the past,” she says. “We probably get more questions about technology from employers than any other topic.

“However, every employee is different. We want to spend time with brokers and clients to build customized plans for each employer. That may include old-fashioned paper and group meetings, as well as technology such as self-service enrollment or a kiosk with assisted enrollment.”

Industry experts agree that hassle-free enrollment requires that everyone in the chain — carrier, broker, employer and employee — adopt appropriate technology and then thoroughly explain options and procedures to every stakeholder.

Turning to tech

Technology, if properly selected and implemented, can greatly streamline the enrollment process. What's more, it can significantly reduce the risk of errors that comes with manually inputting information from printed forms.

Besides enabling enrollment, technology equips employers to communicate with employees about benefit options and how to navigate the process.

“In addition to sending out informational emails to everyone in the company, we also send information to personal email addresses and personal cellphones,” says Garcia. “Because we are furniture stores with TV monitors in all locations, we have recently started streaming information about benefits and open enrollment for employees before our stores open. It includes voice-over PowerPoints and videos that we produce. Every day, we use a different approach.

“The feedback I have gotten from our HR people is that employees really like it. The only stumbling block is that occasionally, the technology doesn't work well in the stores. But you expect a few glitches when trying something for the first time.”

Brokers and carriers step up

One misconception dating back to the science fiction movies of the 1950s is that technology will eventually reduce the importance of real people. But if anything, technology is making the roles of brokers and carriers even more important. “We rely heavily on our broker, who conducts meetings with the material we provide,” Garcia says.

Carriers are also placing greater responsibility on brokers, especially given the explosion of voluntary benefits in recent years.

“Brokers now have a lot more carriers in voluntary benefits than they did several years ago,” O'Brien says. “They have to be very knowledgeable about the carrier, what they will do to meet the needs of their clients and what types of service they offer, not just in enrollment but also in plan administration; how they will deliver the services, how they will pay and handle billing information.”

Colonial Life of Columbia, South Carolina utilizes cutting-edge technology, but 80 percent to 90 percent of its business is still broker-driven, says Heather Lozynski, assistant vice president of premier client management.

“We definitely are seeing more demand, not just for products and services, but for expertise,” she says. “We and our brokers take a holistic approach to the customer's enrollment program, from benefits communications to personalized benefits education and counseling, as well as ongoing, dedicated service. This allows the employer to then focus on other aspects of their benefits process.”

Rooms to Go counts on this value-added service.

“Colonial is definitely a major part of our open enrollment,” Garcia says. “They actually produce our written materials and videos for us. Our communications managers go to Colonial to produce the video, which is terrific for us. They also take care of the personal emails to our associates. They offer three ways to enroll—online, by phone, or personal meetings with carrier representatives who go to our locations and sit down with employees.”

What does it take for brokers to succeed in today's environment?

“One important thing for brokers to do is listen to their clients, to really know and understand what their clients want and need,” O'Brien says. “There are a lot of different technologies, and all offer similarities and differences. Brokers must understand their clients' needs, not just for enrollment but also throughout the year.”

Despite the great strides technology has made, it can become a distraction. “Technology is so prevalent in the enrollment space today, but watch out for relying on technology as the one thing that will make or break enrollment,” she says. “Technology is great for capturing data, but it won't solve every problem and doesn't change the importance of all of the other work you need to do.”

So which is it, technology or people?

“Technology and old-fashioned service are equally important,” Lozynski says. “We begin planning for reenrollment six to nine months out, and then determine how best to use technology and people. We help customers understand what is important to them, where the biggest pain points are, and better understand the business.”

Do the homework, implement the technology and communicate, communicate, communicate.

“If you don't have all of the details to give to your associates, they can't make good decisions,” Garcia says. “Make use of all of the tools you have available, from printed materials to videos and text messages. One thing I learned very early on is that communications is critical.”

Experts recommend evaluating several steps for implementing technology

• Training employees on using the automated system

• Outlining data that needs to be captured

• Creating a workflow using integrated technology in relevant departments

• Developing an electronic approval process

• Planning for data management and analysis

• Automating deadlines with notifications

• Appointing personnel for issues

• Sending this information to carriers