Your benefits will be delivered tomorrow
There’s a cycle to our business, and fulfillment is both the end of one cycle and the beginning of another.
This week, I received four packages. Three were delivered by FedEx and one by the U.S. Postal Service. In each case, I received an email the night they were shipped, including a link to track the package. In all cases except one, I received an “on the way” update the next morning. All the packages except one arrived on time. One was delayed because of weather; but I wasn’t worried because I received a delivery exception email that explained the problem. Upon delivery, I received yet another email indicating delivery and asking me to let them know if there was an issue.
This got me thinking about the fulfillment and delivery of our employee benefits packages. There’s a cycle to our business, and fulfillment is both the end of one cycle and the beginning of another.
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Early in the year, benefits professionals are prospecting and having initial discussions with current customers about additional lines of business. The next phase is closing new cases, as well as upselling current employer customers. In the second half of the year, we focus on working with employers to plan open enrollment. In fall, employee communications and enrollment campaigns run into full swing, and then we get to December. The excitement of the sales and enrollment process is over and we are in the much less exciting phase of our sales cycle: implementation.
It’s easy to overlook the importance of implementation. Earlier this year, the editors at BenefitsPRO.com asked me for a quick tip on selling voluntary benefits and new products. Here’s what I had to say:
What we’ve found over the years is that the first 90 days are crucial. If you find something happening in the first couple of months that wasn’t expected, if something goes off the tracks early, it hardly ever gets back on track unless the broker and the carrier get on that issue right away.
Implementation covers three key deliverables. First, the employer’s plan documents should accurately reflect the benefits they’re offering to each class of employees. Second, the initial bill must accurately reflect the products purchased and the deductions to be made for each employee. Third, each employee must receive information confirming the benefits they have purchased and the price of those benefits. And along the way, each employee should be aware of any underwriting decisions related to their benefits.
Never take the implementation process for granted. Yes, the process should run smoothly, and supporting systems, whether from a benefit administration vendor or an insurance company, will distribute these documents when they are prepared. But you can play an active role in communication. Reach out to employers at key steps. When you and your team have submitted the plan information and enrollment results to insurance carriers, let the employer know, and tell them what to expect. Make sure they know that you are available if any questions arise. As noted above, fulfillment and delivery of benefit plans ends the previous cycle of benefit planning, but it’s the best time to kick off the next cycle.
Satisfied customers are most likely going to be repeat customers, and satisfied customers come from communications that are clear and expectations that are fulfilled. Just letting the customer know that an issue is being addressed can make all the difference.
December is the best time to make sure implementation of your new business goes well, and to make sure you’re setting the stage for a successful 2020!
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