4 Ways to Use Your AMS Data to Automate Client Retention

Guest blog by Agency Revolution

Guest blogs are written by contributors outside of HawkSoft. The participants' views are entirely their own and may not reflect the views of HawkSoft.

As an independent insurance agent, managing your book of business is a daily juggle. You likely rely heavily on an Agency Management System (AMS) like HawkSoft to keep track of client data, policies, and expiration dates. But are you truly unlocking the full potential of that data?

By pairing the information already living in your AMS with smart communication tools, agencies can see significant growth in client retention.

In this article:

• What is smart automation and how does it work? 
• Set up campaigns for client retention
  1. Build an automated onboarding journey for new policyholders
  2. Get ahead of renewals with proactive touchpoints
  3. Use policy data for targeted cross-selling
  4. Streamline the claims experience to build trust

What is smart automation and how does it work?

Before diving into specific tactics, it is crucial to understand what "smart automation" is and how it enables you to execute these retention strategies at scale.

Imagine having to write a personalized email to every single client in your book of business right now. You would have to manually sift through your records, identify who needs which message, and send them out one by one. Smart marketing automation tools like Agency Revolution and other client communication systems let you skip tedious manual steps. Instead, your client communications are deployed seamlessly in the background based on automated campaigns, using specific triggers and audience segmentation to ensure the right message reaches the right person.

The true power of this technology is unlocked when your client communication system integrates directly with your Agency Management System, such as Agency Revolution and HawkSoft. This allows you to utilize crucial client data for automated communications, such as policy types, birthdays, customer-since dates, and policy expirations.

When your communication system can read this data directly from your AMS, it knows exactly who to message and when to message them. For example, it can automatically remind clients about an upcoming policy renewal to prevent coverage lapses. This takes the heavy lifting of initial communications off your team's plate, allowing you to reinvest the time you save into higher-value areas of your business.

Set up automated campaigns for client retention

Here are a few examples of impactful automated campaigns you can set up in your client communication system, utilizing the data and policy events tracked in your AMS. You could run these campaigns using Agency Revolution and HawkSoft, or another integrated client communication system and AMS.

1. Build an automated onboarding journey for new policyholders

Insurance is a relationship business, and the first impression you make after a client signs a policy sets the tone for their entire journey with your agency. Instead of sending a manual, one-off welcome email whenever you have the time, have your communication system trigger a cohesive, multi-channel onboarding experience based on the policy inception date in HawkSoft. 

A great automated campaign workflow to take your new clients through a streamlined onboarding process might look like this:

Day 1: Introduction
Trigger an immediate email welcoming the client to the agency and introducing the team handling their account.

Day 3: Connection details
Send a follow-up sharing their dedicated agent's direct phone line, email, and texting number so they always know how to reach you.

Day 6: Value-add education
Provide proactive advice on how to read their policy declarations and outline the exact steps they should take if they ever need to file a claim.

Day 10: Personal touch
Automate a task for the agency owner to send a signed welcome postcard in the mail to make them feel truly valued.

2. Get ahead of renewals with proactive touchpoints

Clients rarely think about their insurance policies until they need to file a claim or renew their coverage. Getting ahead of the renewal process ensures there are no lapses in coverage and keeps your agency top-of-mind.

Use the policy expiration dates stored in HawkSoft to trigger proactive outreach through your communication system:

Month 6: Mid-term check-in
Send an automated message halfway through the policy term to ask whether any major life changes (like a move or a new teen driver) require coverage updates.

60 days out: Policy review
Send an email outlining their expiring coverages and inviting them to schedule a brief review call to discuss adjustments.

30 days out: Final nudge
Send a combination email and text message to prompt any final adjustments before the policy locks in.

Renewal day: Thank you
Send a simple, automated "thank you" email to close the loop once the renewal is processed.

3. Use policy data for targeted cross-selling

Account rounding is essential for agency growth and retention. However, finding the time to manually cross-sell to your existing book of business can be incredibly time-consuming.

By filtering your AMS data to identify coverage gaps, you can automate targeted education to prime your clients. For example, you can identify clients who have Home and Auto policies but no Personal Umbrella policy, and launch a targeted campaign to that segment from your communication system:

120 days out: Plant the seed
Send an educational piece featuring a visual graphic about the realities of liability limits and why standard home/auto policies might leave gaps in their wealth protection.

90 days out: Highlight the value
Follow up with an email detailing the specific benefits and discounts of adding an umbrella policy to their existing bundle, with a link to learn more.

60 days out: Make it easy
Provide a direct link to a quote request form alongside a reminder of their current coverage, removing any friction from the quoting process.

4. Streamline the claims experience to build trust

Filing a claim is often a highly stressful time for a policyholder. You can alleviate that anxiety by leveraging your AMS data to streamline how your agency handles claims communication.

When a claim is logged in your AMS, use it to trigger a supportive workflow from your communication system:

Immediate: Peace of mind text
As soon as the claim is filed, trigger a text confirming receipt, assuring the client that your team is on it, and setting expectations for next steps.

2 hours later: Roadmap
Email a detailed guide outlining what your agency recommends they do next and offering a phone call to talk through the process.

Day 3: Status check
Automate an email to verify that progress is being made on the claim and that the client feels supported.

Day 21: Feedback loop
Send a wrap-up message asking about their claims experience, allowing you to gather feedback and address any lingering frustrations.

Take the next step in client interaction

Your AMS holds a wealth of data that, when used strategically with an integrated client communication system, can transform how you interact with your clients. By building automated onboarding journeys, getting ahead of renewals, targeting your cross-selling efforts, and streamlining the claims process, you can build stronger relationships and significantly boost your retention rates.