Guess What - Your Employees Aren’t Using That New Benefits Platform...Or Are They?

This is part of a continuing series related to employee benefits technology. If you missed any of my previous posts, please check them out here.

One of the most fascinating things about technology is the data we can collect and how we can use that data to work smarter and more efficiently. It’s amazing how many companies using a benefits technology platform aren’t utilizing the data they are collecting – or even worse, have a system in place that can’t help them leverage the data they are collecting.

I’d like to make one point extremely clear: If you are using a system and you can’t fully access your data, that’s a problem. Never let a platform provider, broker, consultant, carrier, etc. hold your data hostage.

When most people think of an online enrollment platform, they are limiting functionality to collecting enrollment data and passing data to carriers – possibly just getting away from a paper-based environment. Today’s technology options reach far beyond those simple fixes and allow you to automate much more …but how can you use that data throughout your organization?

Let’s say you have this shiny new system you just rolled out, all prepared for open enrollment. Everyone is so excited to have eliminated that paper process. We’ll pretend that your enrollment went perfectly. If I were to ask you the average time it took someone to complete their enrollment, what would your answer be? I am sure you are very aware of that old, prolonged paper process: Medical, dental, vision, life, disability applications – maybe an evidence of insurability form (EOB), beneficiary designation form – you chase on average five to ten pieces of paper per employee during an enrollment. It took weeks to educate the employee on the benefits, provide them your benefit booklet, remind them you need the forms. Then you get the forms and you can’t read the handwriting – or the carrier keys in an address incorrectly and the ID card never arrives. So again, I ask, how much time did this new system save you? Should be pretty simple to check that, right? Wrong. Most systems don’t even have this simple capability.

Same scenario – you load up your new system to make sure the employees have access to all the forms they need throughout the plan year. You have your SBCs, handbook, direct deposit forms, etc. You even have a video library that your company paid to have put together to educate the employees on the benefit offerings. Who is clicking on those documents? Who even watched that video you spent so much time and money on? Wait, this new system can’t tell you that?

This isn’t going to stop just yet. One of the most common questions I get asked is, “Do any of your systems have an app?” – it’s like the cool thing to have right? Everyone has an app. Yes, we have an app – it’s 2018. But guess what? Employees aren’t downloading your benefit app. I don’t care what phony stats your vendor wants to share with you. Take a look at your phone and tell me how many apps you have installed. Look at your home screen – those are the apps you use. The rest you forget about. One of our competitors was so excited to announce their “Mobile Benefits Enrollment” – in March of 2017. Really? We have been running responsive mobile since 2013. This functionality is a must have. The app is great to have if you are really going to take the time to educate your employees and drill it into them. Most of you will not. Take a look at iTunes App Store to see the miserable reviews and downloads of your platform provider if you don’t believe me.

Mobile is the status quo. That’s not going to change. Having a system that can be accessed from a desktop, laptop, tablet or smartphone is a must. Your platform should help you understand how your employees are accessing the platform so that you can tailor your communication accordingly. If 78% of your employees are using employee self-service with a smartphone, you’ll need to make sure that everything you push out to employees can be accessed this way. What about the browser they are using? Not all of them render the same, so it’s important to ensure this is being tested.

We all know that no one reads emails and the average open rate is around 25%. Communicating with your organization via text messaging is becoming the norm and that open rate is about 99%. Wait, your new system can’t send a text message? Oops.

I’ll cover communication in another article coming soon so make sure you hit that "FOLLOW" button!

If you have a question about benefits technology and want to have a conversation, pick up the phone and call me: (203) 985-1714.

Remember: Technology is only as good as the team that is behind it.

Frank B. Mengert is the Founder // National Director, BenTech? for ebm. We help brokers, consultants, carriers and enrollment firms attract, win, and retain business leveraging state-of-the-art BenTech? solutions. Our unique no-license model grants our partners turnkey access to platforms such as bswift, EaseCentral, Employee Navigator, and PlanSource with zero investment. Providing expert service, support and technology consulting services, we act as your true BenTech? back office. To learn more, visit our website.