Use Benefits, Not Features to Talk About Technology With Your Customers
Technology is evolving at an incredibly fast pace, and it’s changing how consumers shop, purchase and interact with brands.
And while there are so many exciting things to talk about with technology today, it’s tempting to talk about everything all at once. But it can also be overwhelming — for you and your customers. The key is not to focus on everything, but to choose a few important things your customers will appreciate. It also helps to not focus on the features of the technology, but rather helping them understand the benefits — what’s in it for them.
For example, telematics is a big insurance industry buzzword right now. At Nationwide, we’re proud of our leadership position in this growing space. But mention telematics to your customers and you’ll likely get a blank stare. All they really need to know is that you can provide them with the car insurance equivalent of their grocery store frequent shopper card.
If they’re willing to share information about their driving habits — like they do with purchases at a grocery store, which often results in coupons for items you buy most frequently — they can earn discounts and get tips on safer driving. And your business clients will appreciate that you can help them track their entire fleet and manage their employees’ driving behaviors.
We also know technology lets people do things for themselves — when and how they choose. That means your customers will appreciate knowing you have ways for them to do things at their convenience. Whether it’s making a payment online, adding a driver to their policy or even starting a claim right on their phone, reminding your customers about the self-service options you provide is one more way to make technology work for both of you.
Keeping things simple and benefit-driven when talking about technology will let your customers know you respect their time and that you’re always looking out for their best interests.
And that’s right where you want to be.
Shelley Brazeau Temple serves as President of Nationwide P&C Personal Lines. In this role, Shelley is responsible for all aspects of the Personal Lines Profit and Loss (P&L) segment including product, underwriting, sales and distribution, claims and service.
She most recently served as Nationwide P&C Senior Vice President and Chief Claims and Operations Officer. Prior to that, she served as Senior Vice President of Member Solutions, leading the company’s insurance servicing and billing operations and direct phone sales organization.
Other leadership positions she has held are:
- Regional Vice President of Nationwide’s South Central Operations, responsible for sales, pricing, underwriting and product in a six-state geography, and managing a more than $660 million in sales revenue through exclusive agents and direct sales.
- VP of Strategy and Operational Effectiveness for Customer Service and Direct Sales of Nationwide, developing and executing an innovative contact center strategy.
- VP of Personal Lines Service Operations, responsible for personal lines service and processing center operations.
Shelley began her career at Nationwide as a Claims associate 27 years ago. Her increased responsibilities in leadership positions throughout the years also led her to work with internal audits, product and agency sales.
Shelley holds a bachelor’s degree from Bowling Green State University and the Chartered Property and Casualty Underwriting (CPCU) designation. She has served on several non-profit boards, including Ronald McDonald Children’s Charities and the American Lung Association of the Midland States with participation in development, audit/finance and executive committees.
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