New ACT Website Seeks to Help Agents Improve Customer Buying Experience

The Agents Council for Technology (ACT) has launched a new Customer Experience Planning Website designed to help agents improve the customer experience lifecycle through technology.

The site explains the six phases of the consumer buying experience— discover, evaluate, purchase, experience, renew and refer—and breaks down the technology touchpoints agents should focus on during each phase. Tools such as a responsive agency website, online reviews, eSignature, online chat and mobile account management all have a role to play as consumers move from being aware they need insurance all the way through the in-policy experience.

The site provides descriptions for each phase and touchpoint, along with resources for agents to use to get started improving their agency’s customer experience.

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Ron Berg, ACT executive director, said the website will help agents determine which recommendations to implement based on a customer’s core needs.

ACT’s Customer Experience Work Group—made up of more than 50 volunteers from carrier, vendor, agent and broker, user group, and association members—helped with the development of the site.

The Agents Council for Technology (ACT) was established in January 1999 by the Independent Insurance Agents and Brokers of America (IIABA or the Big “I”) to provide a forum to address the workflow and technology issues facing the independent agency system.

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