Information without the information overload

In the Explore experience, members have identified a financial or insurance need and begin the process to seek answers. Prior to meeting with a professional, members will spend significant time researching various options, watching online videos, reading blogs, or downloading apps. They’ll consult friends, family, colleagues and/or employers. Some will even enroll in college classes designed to give them a baseline education. They’re doing all this, and so much more, because they’re motivated to feel informed and in control. 

But while knowledge may be power, it can also come with challenges. Navigating a sea of information can be difficult to decipher. They’ll question which sources can be trusted and how accessible the information is. Throughout this process, they’ll also encounter a lot of generalized or opinion-based information which will often make them feel confused, overwhelmed, or just plain tired. Since it’s not personalized to fit their unique circumstances, many still feel they aren’t sufficiently informed. And once a member forms an opinion based on false or outdated information, it can be difficult for a professional to steer them back on course.   

But within these challenges lies an opportunity: professionals can focus on understanding members’ goals first. Get to know them well and what circumstances sparked their interest. Focus on the goals they want to achieve in their life. Help them feel heard and valued. Ultimately, members want to make confident, informed decisions and building trust upfront is critical to this happening. 

Professionals need resources that guide the conversation without fast-tracking to product information. Support their ability to establish trust with members and address any upfront concerns or questions they might have. How can we do this?

• Equipping professionals with resources that outline what a typical process looks like will provide transparency and help members understand the learning and selection process they’re about to embark on.
• Providing professionals a survey that members take. This brief survey could help professionals assess a members’ risk appetite, life circumstances and long-term goals. This tool could help professionals understand the intrinsic motivation that influences a members’ actions. Above all, reinterpreting industry jargon into conversational concepts is the optimal outcome.
• Publishing content that members can access publicly. Podcasts, webinars, downloadable PDFs, and quizzes. Diversifying content provides options for members to select their preferred channel. It also establishes Nationwide as a thought leader that cuts through the clutter of abundant, generalized information.

In the Explore experience, it’s only about getting to know the person.