The key to voluntary success is in the details

In my time at Trustmark I’ve had the opportunity to work closely with producers and clients to implement the voluntary solutions they offer to employees. Employers, HR and producers take varying levels of interest into knowing, effectively, “how the sausage gets made”. As someone who’s been deeply immersed in these processes, I know the pitfalls, the little nuances that can make or break a case and I’m excited to bring that knowledge directly to the field in a sales role. Here are a few of the finer details that make for a successful voluntary case.



Being strategic with your communication

It’s no secret that proper communication of benefits drives stronger outcomes. Trustmark’s research proves it: we found that employee engagement, satisfaction and take up rates were all higher among employees who receive at least 3 different types of benefits communication.¹ But, there’s much, much more to it than just using multiple touchpoints. A lot of it can start by having conversations with employers and HR staff. 

For instance, successful communication often means meeting employees where they are. Where do employers send employees today to get information? We’re all creatures of habit – so it makes sense to use that to your advantage and its information the employer will know best. On top of that, you need the employer’s buy in to get access to those platforms to reach employees and you need to tailor your communication to make it personal to the employee. Sure, we all know communication is important, but so often the difference is in diving into more of the details with employers to make sure it’s the RIGHT communication in the RIGHT places.

Technology alignment and utilization

You’ll find very few people working in the benefits world who consider themselves tech experts – myself included. But you do have to know benefits technology inside and out. If your systems don’t work, you’re setting yourself up for a world of enrollment pain.

So, again, get into the details of how systems work, how they integrate with existing platforms and the ease of access you’ll be providing to employees to enroll their benefits. Understand the technology and the communication support needed for that specific enrollment. You can’t just slap any technology in place and try to start driving employees out to enroll. How do those two pieces fit together? The deeper your understanding, the better the results. And don’t miss out on opportunities your platforms provide for post-enrollment support – that reassurance pays dividends in terms of retaining policyholders. It’s a small last step that gets overlooked too often.

Enrollment team education

The enrollment team is the front line for educating employees. So why would you ever send them out there with anything but the absolute best resources? In-depth benefit counselor training means the counselors are prepared to communicate the need for benefits and the coverage solution being offered. While there are similarities between many voluntary products, helping them understand the “story” for the unique product/product features you’re offering makes a difference. Oftentimes, the benefits have been carefully selected for employees, but if that careful reasoning doesn’t reach the employees, the impact is lost.

With the enrollers educated, support the training with appropriate marketing materials to help them in their conversations. As I said before, your enrollers are the front line – give them the tools and knowledge they need! 

Know the billing process inside and out

No two cases ever really feel the same when it comes to billing. It makes it a challenge, but it’s one that must be done right. Be sure that you set the right expectations up front to avoid headaches down the line. No one likes to feel blindsided and billing alignment and expectations are absolutely critical for employer satisfaction. On top of that, make sure employers know where they can go for resources. If they feel they’re on an island trying to manage to the billing it means two things – calls to their broker and dissatisfaction with the experience. 

The good thing is that, today, employers have plenty of billing options. The secret to a successful case is understanding the employer’s unique processes and driving them to the right billing solution. Whether that’s payment by check, a consolidated billing solution or ACH payments, we have to get into the nitty gritty to find the right fit and find a lasting solution for lasting case results.

Staying in touch (don’t set it and forget it)

There’s a lot of focus on enrollments in the voluntary industry and rightly so. But your initial enrollment is just the start of your relationship with a client. In my time working at Trustmark, I’ve seen the cases that were most successful and had the most longevity are the ones where we’ve been most actively involved on an ongoing basis. So dive into the planning part of the case, by which I mean, make a plan for benefits and make a plan for communication year-over-year. Get into your clients plans for the coming years and be a part of shaping a benefits and communication plan that matches. Again, it requires more investment, it requires more information and nuance, but in the end, it’s far more rewarding for everyone. 

There may not be any great surprises in what I’ve addressed here: communication, technology, billing, etc. But the key is the finer details of how you address these topics and how deep you’re willing to dive to get it right. That personal touch, that willingness to get the details right; that’s what makes the difference and it’s what I’m excited to be able to offer to my partners and clients.

¹ Trustmark and Customer Benefits Analytics, “Who Buys Voluntary and Why: 2017 Enrollment Study.”