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Forward Thinking Magazine : August 2011
General Manager of Tuvida, Mitchell Hood, explains how his team of risk advice specialists are taking advantage of the latest technology to engage and educate their clients. Taking client engagement to the next level Driving innovation "If it ain't broke, fix it anyway," Larry Bernstein As a business, we aim to be a market leader, not a follower, so it is important to always be on the look out for new ways of doing things. These days, technology plays a big part in being seen to be innovative. It is a big advantage for us to be able to have access to tools such as the Macquarie Life Active Body, to help us engage with our clients. The changing nature of advice There are two core reasons why I bought my iPad, firstly for email on the go and secondly, to use the Active Body app as an educational tool with my clients. I was with a client last week who was talking about all of the apps he uses. During the appointment, I introduced him to the Active Body app to help me explain Macquarie Life Active. As my clients can access Active Body through the app or online they can go home, view it in their own time and show it to other family members. I've also emailed the link to the Active Body website to clients as a follow-up to our appointment. It has been a fantastic tool from that point of view. People like to make informed decisions. My clients place trust in me and the advice that I provide. Having a tool like the Active Body adds value to the advice process by helping my clients understand and feel satisfied with the cover I recommend. Engaging with your clients at a higher level We are finding that clients of every age, gender and background are using mobile devices to store photos, exchange messages or surf the web. Clients are getting these devices out during meetings to show us what is happening in their world; it's good for us to use the same devices to show them what's happening in the life insurance world. This is great for rapport building with the client and enables me to gauge whether I should email, tweet or keep the correspondence paper-based when contacting them again. Point of difference The greatest strength of the Active Body app is that it is not a quoting tool, it's an educational tool. Other insurance apps that I've dabbled with have all been about the ability for an adviser to get a quote out quickly. These types of apps don't resonate with me or make my life any easier, as I put a lot of thought and consideration behind the recommendations I make and need time to look over my client's unique situation. The Active Body app is valuable to me as my clients can see value in it too. Since launching in June last year, more than 3,000 clients now have embraced Macquarie Life Active policies, representing annual in-force premiums of more than $5 million. These clients are represented by more than 425 different advisers who have embraced the Macquarie Life Active proposition.