Division Restructure and Service Offering
Expertise Provided
Full change management and communication strategy
Communications Department implementation (strategy, staffing, workflow processes, intake, feedback, KPIs)
Focus Groups and Readiness Audits
Creative (collateral creation)
Training and Development
A benefits insurance broker faced a significant challenge in retaining existing clients and attracting new ones due to a critical gap in their service offerings. The broker did not offer benefits communication materials as part of their services, which is a standard offering among mid-market competitors. This deficiency is directly impacting their ability to compete effectively.
To avoid further client attrition, limiting market share and missed revenue opportunities, the broker secured Re:form Communications to conduct a comprehensive needs analysis, implement a communication “center of excellence” with a cost analysis, create material to sell to their clients, train staff, and more, to ensure the practice was self-sufficient. In addition, they felt they were unable to meet evolving client needs.
Client
Marsh McLennan Agency
Year
2021
Industry
Benefits Broking
Location
Dallas, TX
Key Accomplishments
Understanding Need
Result: Created a comprehensive situational analysis report that included:
A thorough understanding of the tools and resources MMA offers today, in terms of client communications, how they are created, time spent, people, infrastructure, cohesion and measure against best practice for viability.
An assessment of current biases, understanding, need and expectations of team members regarding client communication
Competitive landscape to determine market trends
Recommendations on creation of a centralized work center (e.g., center of excellence)
Recommendations on type and quantity of material developed
Change Management Process
Result: A communications department was needed but the change management required aligning internal stakeholders, including leadership and sales to support the change management process. The solution encompassed the following key elements:
Change and Strategic Development: A robust communications strategy was formulated, tailored to meet the specific needs of clients, sales teams, brokers, and managers. This strategy outlined clear objectives, target audiences, key messages, and communication channels to ensure consistent and effective information dissemination.
Cross-Functional Alignment: Regular meetings and collaboration sessions were established between the communications department, sales teams, brokers, and managers. This ensured proper alignment on messaging, timing, and delivery of communications, creating a unified approach to client engagement and change management.
This comprehensive solution not only enhanced the company's ability to communicate effectively with clients but also fostered better alignment between sales, brokers, and managers.
Center of Excellence Creation
Result: Created and implemented a client-facing communications department, leading to new processes, materials, staffing, and more.
Staffing and Training: A dedicated team of communication professionals was hired and trained to manage the new department.
Process Workflows: Streamlined workflows were established to ensure efficient creation, approval, and distribution of communications materials. These workflows incorporated input from sales, brokerage, and management teams to ensure all perspectives were considered.
Intake Processes: A structured intake process was implemented to gather necessary information from departments and clients
Feedback Mechanisms: Continuous improvement processes were put in place, including regular surveys and feedback sessions with both internal stakeholders and clients. This allowed for ongoing refinement of communication strategies and materials.
Performance Metrics: Key performance indicators (KPIs) were established to measure the effectiveness of the communications department, including client satisfaction scores, engagement rates with materials, and internal stakeholder feedback.
“Justin is a communications expert and I’m grateful for the opportunity to work with him. He is extremely hard working, diligent, motivated and timely. I would re-hire him in a heartbeat. Highly recommend.”
— Dan Ruszkiewiecz, Austin, TX