How Hi Marley Helps Customers’ Change Management and Insurance Innovation Succeed

Hi Marley benefits customers from day one. However, influencing people to embrace new technology can be challenging in a long-standing industry that’s rooted in tradition, like insurance. A change management strategy is critical for successful adoption. The Customer Team’s role is to help carriers achieve maximum engagement and lasting value from the conversational platform.

Our Customer Success Managers guide carriers through the customer journey using the ADKAR Model for change management—Awareness, Desire, Knowledge, Ability, and Reinforcement. Balancing communication, role modeling, skill building, and recognition, here’s how we empower carriers to drive usage and sustain long-term success.

Awareness: Understand the Change

Awareness is the foundation of change management. Users must understand the reasoning for the change, why their organization is implementing Hi Marley, and what they will gain from the new platform.

We help build awareness by providing information about Hi Marley, its benefits and how it fits into day-to-day work. We highlight “features of the week” to showcase the platform’s capabilities and practical use cases. For example, how templates or scheduled messages can increase claim handling efficiency. When users can see how the new platform will streamline their work, it justifies the effort of learning something new and helps build engagement.

Desire: Willing to Participate in the Change

Effective change management requires a widespread desire to participate and make Hi Marley part of their workflow.

When leadership sees value in the platform and demonstrates support, it sets the tone across the organization, and more people will be open to change. We provide supervisor training to equip leadership to build momentum for engagement and usage of the platform.

Role modeling extends beyond leadership; power users and champions also help generate desire. To encourage this, we track engagement metrics and shout out top performers during on-site health checks with carriers. We spotlight operators most frequently using templates, scheduled messages, and other features and ask them to share about the benefits they’ve experienced and how they use the feature to add value to their workflow.

Peer-to-peer sharing with real-life examples and best practices is incredibly impactful for change management. When stories resonate, and users can visualize how to leverage Hi Marley in their work, it motivates them to try new tools and helps drive adoption.

Knowledge & Ability: Understand How and Have the Capability to Make the Change

Successful change management also hinges on people understanding how to change (knowledge) and having the capability to make that change (ability). Our Customer Team supports this through skill-building and training so users feel confident using the platform.

We track a product engagement score that analyzes license utilization, adoption, user growth, and usage frequency. This combination of metrics helps us identify which customers may need a different approach to realize maximum platform value. We help carriers develop and share best practices and check in regularly to learn what’s going well and where they may need additional training to optimize usage.

Tracking two types of NPS also provides valuable insights: Executive NPS, which pulses executive buyers, decision-makers and champions, and Operator NPS, which pulses the platform’s users on their satisfaction. We send the first NPS survey 30 days post-launch, another at 180 days, and then every six months after.

While we can anticipate 80 percent of pain points, every carrier is different. If Operator NPS trends downward, we conduct user feedback sessions to uncover unique roadblocks and opportunities for improvement. This user insight highlights potential changes needed to internal workflows, allows us to advise leaders so they can make appropriate pivots and helps us tailor training and resources to the carrier’s specific needs.

Reinforcement: Sustain the Change

After a successful launch, the customer is thinking about results. They want to confirm the tool is creating the change they expected to see and that the company is using the platform to achieve the desired business outcomes. Reinforcement is necessary to sustain change over time.

The best way to achieve reinforcement is through recognition and using data to understand progress, promote accountability and celebrate success with Hi Marley.

Highlighting 5-star survey responses is one way we celebrate success and recognize users. Adjusters ensure claims are resolved fairly, efficiently, and with empathy. They play a critical role in keeping claims running smoothly and supporting policyholders during some of life’s most stressful moments. Yet, they rarely receive the praise they deserve. So, when adjusters receive compliments, we want them to see it immediately.

When a claim closes, Hi Marley surveys the policyholder to capture their claim experience. Some examples of recent 5-star survey responses said:

• “You were on top of my issue before I had time to really think about the accident. I have a friend I am trying to care for dying of cancer & I simply wasn’t thinking about making a claim or anything other than her.”
• “My claim was handled quickly and [my adjuster] kept in contact with me the entire time. I had a stressful situation with damage in my home, and they relieved that stress with their compassionate professionalism. Extremely satisfied.”
• “From first contact, I was treated with respect and compassion. All my questions were answered, and the process was made as painless as possible due to outstanding customer service.”

When we surface these qualitative responses, it helps adjusters feel engaged in their roles and helps influence change. They’ll share with their teams and are more likely to encourage others to use the platform.

Implementing All Elements of Change Management Ensures Customer Success

Change management is not linear. Sustained adoption relies on ongoing usage and satisfaction with the platform. Carriers of all sizes evolve, so it’s important that we regularly demonstrate the platform’s value and why they invested in Hi Marley, remind them what it can do, train and re-train users on how to use it, celebrate milestones and highlight achievements.

We want our users to find satisfaction in their roles by embracing the tools that make their lives easier and interactions more lovable. Implementing all elements of a change management strategy ensures ongoing customer success.