Addressing challenges, building relationships and jumping on desks. Throw in ringing a cowbell for celebrating successes and you have just described a Benefitfocus client visit. The business model of personally visiting clients is not a new concept, but it is one that is gradually being replaced by businesses around the globe with conference calls and virtual meetings.
Charleston, S.C.-based Benefitfocus, however, is determined not to let this time-honored method of doing business go by the wayside.
Our business model provides software and solutions that streamline the healthcare benefits administration processes for consumers, employers, brokers and insurance carriers. In an industry that is continually scrutinized, we have developed a strategy to be close to customers. We believe the best way to build and maintain a relationship is by regular in-person meetings. It is part of our DNA.
The ever-changing nature of the insurance industry makes anticipatory customer service a vital component of our client relationships. The way to provide this is to be in constant contact. The insurance business is a complex one and we need to make sure we know about, and help address, any challenges carriers and HR administrators may be facing.
Benefitfocus’ personal interaction with clients reflects our management philosophy called “Feet in the Buildings.” We track in-person customer and prospect visits for everyone – managers, sales professionals, directors and executive team members in a weekly report that is reviewed each Monday. We hire people that embrace the same philosophy, as well as rely on their instincts for business interactions.
Our clients – existing, new and prospects – are always excited to see someone from Benefitfocus. For most companies, having a vendor CEO or other executives come to visit is not a typical occurrence, but Benefitfocus is not a usual company.
Ensuring our clients’ needs are met is the most important thing to us. We don’t care about our titles as long as our clients are happy. The key is to maintain face time with our customers while keeping our associates engaged and in-tune with their needs.
There is no filter to getting our customers accustomed to our company. We want our enthusiasm to be contagious. We take cowbells with us, which are a staple found on all our associates’ desks. Every time a good thing happens at Benefitfocus, we ring the cowbells. So we want to give them to our clients too.
An example of our enthusiasm comes from a visit we did in 2002. I was in the client’s customer support center and I jumped on the desk with the cowbell and starting ringing it and doing a cheer for the client. I wanted them to feel the excitement Benefitfocus had for them.
We want our customers to know that we value our relationship with them. Once you set the precedent of in-person meetings, clients are more likely to open up and be honest with you because you have been just as open and honest with them.
I think we achieve a dialogue with our clients that most companies don’t because of our approach.
The meetings are good chance to catch up, see how their business is going. How are our products fitting into their current business strategy? What kind of feedback would they give us?
Some customers aren’t used to this kind of personal attention. Occasionally it may take a little while to get to the face-to-face meeting, but we always get there.
Shawn Jenkins, president and CEO of Benefitfocus, founded the company, which he describes as the largest healthcare benefits software provider in the country, in 2000. Benefitfocus products and services are delivered through a Software-as-a-Service (SaaS) model via the Benefitfocus Communication Platform.
