Brokers: How to Handle Client Policy Cancellations | Solstice

Insurance policy cancellations. Dealing with them is hard and many brokers aren't quite sure what to say or how to handle the situation. That's why it's super important to have a solid process in place.

So, let's explore insurance policy cancellations and best practices for how to handle them effectively, and maybe even make them work to your advantage.

Key Takeaways:

•  Understanding why clients cancel their insurance policies is crucial,

• Cancellation reasons range from cost and better coverage options to life changes and dissatisfaction.

• To handle cancellations effectively, brokers should have a script, document the reasons, and follow proper procedures.

• Building strong client relationships can help prevent cancellations.

• Offering educational resources, flexible payment options, and retention programs can also play a significant role.

• Staying informed about industry trends and providing exceptional customer service are essential for reducing cancellations and maintaining client loyalty..

Why Clients Cancel Their Insurance Policy

There can be several reasons for a client canceling their insurance policy. While it’s not your fault, these factors are important to keep in mind. Here are the most common cancellation reasons (in no particular order):

• Cost
• Better or different coverage
• Changing needs or life events
• Duplicate coverage
• Policy dissatisfaction
• Insurance company changes
• Non-payment
• Regulatory reasons (changes in law or new requirements)

Best Practices for Handling Policy Cancellations

Now that we’ve explored the ‘why,’ let’s look at the ‘how.’ First, having a pre-written script for cancellation calls can make the experience less challenging. This will allow you to have talking points and feel a little less caught off guard.

When cancellations do happen, make sure to document why the client is cancelling. You can use this information to gain better insights. Plus, this will give you a list of clients to win back in the future.

Finally, let’s look at the actual process of cancelling. You will need the policyholder's signature to cancel, in addition you will need to follow your agency's procedures, the carrier's guidelines, and the state regulations. While the client can technically cancel at any time, it will benefit them to cancel at renewal time. Cancelling before the policy is up can lead to extra fees.

Proactive Measures You Can Take

This might sound obvious, but you should be building relationships with each of your clients. Whether they stay with you or decide to cancel you want to keep things on good terms for the present and the future. Here are some effective ways to keep clients happy and prevent policy cancellations:

• Clear Communication: Your clients should have a good understanding of their insurance policy. This begins with you as the broker. Make sure to go over coverage details and exclusions, and how the renewals process works.
• Regular Check-Ins: Schedule some friendly check-ins with your clients to review their policy. You can ensure their policy meets their needs and see if any changes are needed.
• Proactive Customer Service: It’s important to make yourself available to answer any questions or concerns your clients have about their policy. Personalized support can go a long way in keeping clients happy and avoiding cancellations.
• Educational Resources: Keep your clients educated about benefits and how to use them with helpful resources, including email newsletters, blogs and even webinars.
• Claims Support: Sure, your clients can go to their insurance company for claims questions. But why not have them come straight to you for timely, personalized support. It’s another way to keep your clients happy.
• Flexible Payment Options: Everyone's financial situation is different, so it’s important to offer a variety of payment methods and flexible schedules to make things easier for your clients.
• Retention Programs: Come up with a client retention program if you don’t have one already. You can thank them for their loyalty with bundled insurance packages, discounts, or special loyalty rewards.
• Stay Up on Industry Trends: Stay up on the latest industry trends, regulatory updates, and new risks that might affect your clients. If you spot a potential change or risk, you can proactively make tweaks to your products, services, and processes.
• Show Value: Ask for a copy of their new policy and compare the features to their current policy with you. Take the time to highlight the value of your product and any missing items or reasons they shouldn’t cancel.

Provide Exceptional Customer Service

No matter what decision your client makes, to accept their new policy or keep what they have, your customer service can play a big part. Cancellations need to be managed properly and with courtesy. You always want to leave the door open and get feedback on how you can improve your services and products. Plus, win-backs are fun to work on.

By putting these steps into action, you can cut down on policy cancellations, build lasting relationships with your clients, and boost your overall success.

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