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ICBC strategy maintains, upgrades broker connection

Changes highlight customer choice, new broker options.

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The public insurer’s recently unveiled transformation strategy aims to create more engagement between the company and its customers. And although the plan–dubbed Strategy 2014–emphasizes choice when it comes to how and when customers buy policies, the shift won’t cut out any of the province’s 900 Autoplan brokers, says ICBC spokesman Adam Grossman.

“If customers want more ways to interact with us to purchase their insurance, we would be looking to provide those through our broker partners,” Grossman told Canadian Insurance Top Broker.

The newer consumer approach also stresses personalized service and tailored communications for clients, along with a customer portal, according to the corporation’s strategic plan

For brokers, much of the change will centre on technology, with new point-of-sale systems joining the updated quoting system developed last year.

“The technology changes will focus on improving the purchasing experience for customers, and will allow brokers to deliver more customized service,” he says. “These changes will provide much better tools for our employees and brokers to better serve our customers.”

Tailored attention

The tailored approach to service extends beyond consumers to brokers, with the insurer addressing different needs of various broker operations, rather than taking a geographical approach.

“The shift from a regional structure to one focused on working with the different broker ownership groups has allowed us to better understand their needs for successfully delivering insurance to our customers,” Grossman said.

The insurer is planning consultations with brokers and consumers and ICBC employees as the transformation unfolds.

The emphasis on technology will phase out 350 jobs over the next three years, “though normal departures,” the insurer notes in a statement. Earlier this month, the ICBC told CBC.ca that it would not close any of its claims centres as a result of the transformation plan.