Last week in our series on maximizing the ROI with your Benefits Zone app, we highlighted how engagement data can help provide impressive customer service. Our initial article was geared to the agents and enrollers on the front line. Next up, we’ll look at how benefits teams can set agents up for success and use the app to drive engagement. Driving engagement with your app is a critical part of seeing a strong return. Adding custom content to your app is an easy way to not only drive interest but engagement as well. Since app activity is what guides sales and service follow-up, it’s important to have plenty of engagement insights to review.
Why App Engagement Matters
As we looked at in the first entry of this series, app engagement creates huge return. Not only do the engagement insights in your app highlight sales opportunities but customer service needs as well. Closely monitoring how employees engage with your app gives enrollers and the benefits team the ability to stay one step ahead. The data collected with your app can help you adjust your offering to better meet your employees’ needs. It can also help present your solution in a way that’s more impactful to employees.
The Importance of Custom Content
The more value your app contains, the more employees will engage with it. An easy way to drive engagement is to include all of the content you reference and use in the enrollment process in your app. Integrating the app with the enrollment process makes the app a key part of the benefits process. It also gives employees a single place to find everything they need.
Not only do employees get a more seamless customer experience, but you get more engagement insights. These insights allow you to provide an even better experience while gathering important sales metrics.
How To Customize Your App
It’s easy to customize your app and changes are immediate. This works out very nicely when you update your website, get a new brochure, or an agent changes their phone number.
However, you can also make strategic changes to the layout of your app to get better use. Just monitor your in-app activity of your employees for a few months or an Open Enrollment period and then customize your app based on their most accessed resources. Frequently accessed resources generally indicate valuable content that highlights the interests and needs of employees.
The home button is typically the most popular button, so make sure your most popular resources are there. If you have a button on the last tab that people seem to be digging around for or a button on the home screen that’s getting zero love, consider swapping them.
Not only is it easy to move buttons, it’s also easy to hide or delete buttons. Take your custom content up a level by including popular forms, brochures, or checklists to your app. As you monitor and test usage, you’ll come closer and closer to building a tool that employees won’t want to be without.
Lastly, you should always ask employees about their experience with your app. The people who are frequently engaging with the app will have the best feedback. Though low adopters likely have important feedback as well. The best apps will be designed with employees in mind, not you.
Let us Help You Add Value
We work closely with each case to customize a benefits toolkit that is representative of the employer’s unique benefits offerings. Ready to learn more? Schedule some time today!
