Embracing Omnichannel Service – Why Client Portals Are Key for Commercial Brokers

Today, we’re focusing on how commercial insurance brokers can blend personal service with digital convenience. Specifically, I'm discussing how client portals can help you give your clients the flexibility they want without losing the relationship-driven service that has always defined your business.

People today expect flexibility. Whether it’s a phone call, face-to-face meeting, or digital self-service, they want the freedom to choose how they interact with you at different times with different goals in mind.

1. Business Clients Expect Flexibility in How They Work with You

In commercial insurance, clearly, relationships matter. Clients trust their brokers for complex guidance and to assist in the decision-making processes inherent in managing risk, especially when structuring policies or managing significant claims. But alongside that trust, business clients increasingly value efficiency. They certainly don’t have time to wait for responses or schedule meetings for routine and "low-value" tasks.

Meeting Modern Business Needs

• Convenience and Control: Many businesses are used to managing key functions—like banking or supply chain—through digital platforms. They expect to handle routine insurance tasks, like checking policies or submitting claims, with the same ease. Giving them the ability to do this through a client portal shows that you understand their need for speed and flexibility.
• Personal Service for Complex Needs: Clients will still want direct contact with you when it comes to detailed risk advice or complex claims. That’s where your expertise shines. The portal shouldn’t aim to replace that— it should let your clients handle routine tasks when they don’t need to speak to someone directly, allowing them to focus on more significant issues when they do.

2. Omnichannel Means More Than Just Digital—it Means Choice

Let’s look at what omnichannel service means, offering different ways for clients to interact with your business, depending on their needs in the moment. Some days, they might need a quick update on a claim, where a portal will suffice and serve quickly and efficiently. Other times, they might want to sit down with you to review their coverage. The key is that you’re providing options so they can choose what works for them.

Why This Flexibility Matters

• Efficiency for Routine Tasks: Clients don’t always have time to call or wait for a document. A portal gives them instant access to what they need, saving them time. It also frees your team to focus on the more complex, high-value work that requires personal attention.
• Seamless Transitions: When clients need to speak to you directly, they’ll have all the relevant information at their fingertips. This makes your conversations more focused and productive. The portal and personal service work together, ensuring that no matter how clients interact with you, their experience is smooth and consistent.

3. Client Portals Make Your Business More Efficient

Many brokers worry that adding digital tools like portals will diminish the personal side of their service. In fact, it does the opposite—it gives you more time to focus on relationship-building and complex advisory work by automating the simple, routine tasks that can clog up your day.

Streamlining Operations

• Freeing Up Resources: Routine tasks like sending documents or managing policy changes take up a lot of time. A correctly implemented client portal handles this efficiently, allowing your team to spend more time on what matters—helping clients with risk, policy renewals, and claims management.
• Better Client Service: With a portal handling basic tasks, your response times improve for routine requests and more complex matters. When your team isn’t bogged down with admin, they can respond more to clients’ high-priority needs.

4. The Competitive Advantage of a Flexible Approach

Business clients increasingly prefer to work with partners who offer a blend of personal service and digital tools, especially when those tools add convenience without diluting the expertise and personal touch that define the relationship.

Staying Ahead of the Curve

• Attracting New Clients: Younger businesses expect digital options, particularly those in tech-driven sectors. Offering a client portal shows that your brokerage is modern and forward-thinking, a big selling point for businesses prioritising efficiency.
• Retaining Existing Clients: Longstanding clients will appreciate the option to manage their accounts digitally while still knowing they can reach you when needed. This flexibility strengthens relationships and keeps them loyal. We know from our work that, by way of example, simplifying renewal processes digitally can dramatically increase retention. Let's remember that retention is one of the most cost-effective components of any growth strategy.

Conclusion: Offering the Best of Both Worlds

Client portals allow your clients to engage with you on their terms. You're staying ahead by offering digital convenience and the personal, expert advice that has always been at the core of commercial insurance.

Complete Broking offers clients a comprehensive digital tool to manage documents, payments, renewals, MTAs, and new business applications. Talk to us.

For more information, please send me a message or call me; Karl Baxter on 0121 616 0093