The Trouble with Training: Agency Change Management Strategies That Work

3 min read

March 15, 2024

When it comes to technology, there are so many options and so little time. Agency management systems, customer relationship management systems, comparative raters, and automated email platforms--technology is front and center as new solutions enter the market every day to help agents better serve their customers. The right solutions can help make an agency more efficient and effective.

Getting agency team members to learn and use new solutions can be a big challenge. For many, the key issue is time. Most teams are stretched thin. And it’s human nature to resist change. Many teams have been using the same processes for years and need to be convinced that the extra time needed to learn a new solution and workflow will be beneficial.

To overcome the challenges, agencies need to build the right foundation. First, consider the culture. Are you giving your staff adequate time to learn a new solution or expecting results after a single training session? Principals need to set aside at least 20 minutes a week for the entire team to learn technology. They can focus on a new solution the agency implemented or check out updates to a system that’s
already in place.

Agency owners also need to be committed to adjusting processes to incorporate new solutions. Sometimes agents/CSRs will learn new processes or techniques from a training session. They share the new workflow with agency leadership only to have the leader hesitate to change the approach.

Finally, make sure you are hiring the right talent. Look for team members who are curious and comfortable with technology. Keep your agency tech stack in mind and ensure that prospects will be comfortable with the solutions you use.

With your foundation in place, here are five techniques that can make training more effective:

1. Make it fun and competitive. The less of a burden, the more impact training can have. Find ways to incentivize your employees to take the time to learn. Consider creating a point system. Every time someone completes a portion of the training, give them points or a badge. Celebrate the milestones with a prize or group lunch. Publish the scores and make it competitive. Adding a game component to training can change the conversation from something the team has to do to something they want to do.

2. Show don’t tell. Change is much more effective when people can see the tool in action. Work with vendors that will tailor training to your team. For example, an employee can demonstrate their current workflow, and the vendor can show how its tools can enhance that process and do that same workflow more quickly and accurately. When you can show concrete evidence of the improved processes,
employees will be much more open to changing their approach.

3. Remember, one size doesn’t fit all. In-person, webinars, self-guided demos: there are many ways for agents to learn a platform. Let your team use the methods they are most comfortable with. Some might do better sitting with a customer success rep while others prefer to do training exercises on their own.

4. Real-time answers matter. Training will only take employees so far. Once they start using a tool in day-to-day workflows they will have questions and will want to be able to get answers quickly. Technology partners should be able to address questions quickly (ideally in real-time via phone or chat). Without fast answers, agents may revert to the old, familiar processes.

5. Embrace the naysayers. While it is important that agencies have technology champions to advocate for the use of a certain solution, the naysayers should also be part of the technology team. If you can get the most negative person to buy into the effectiveness of a solution and understand its value, then it will be easier to get the other team members on board. Training is a vital component to changing your agency to incorporate new solutions to improve customer experience. By creating a culture that values learning new skills, rewarding learning, and working with responsive partners, agencies can make their technology implementations successful.

Brent Sheppard is president of Xanatek, an agency management system. He specializes in helping agents become more profitable by leveraging technology. As the leader of Xanatek and a former agent, he created an affordable agency management system that helps small- and medium-sized insurance agencies grow their businesses through increased client service and productivity.

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