“The insight community helps Westfield be who we say we are—we share knowledge and we build trust, not only with customers and agents, but with our own employees as well.”

—Amy Feeman
Research Professional, Westfield Insurance

Rethinking engagement for two distinct audiences: employees and agents

With nearly $2 billion in revenue and 2,400 employees nationwide, including 1,700 people in its home office, Westfield sells a variety of insurance products exclusively through a network of more than 1,000 agents. Keeping employees engaged and attracting new talent is an urgent issue in an industry dominated by baby boomers on the verge of retirement. It’s equally important for Westfield to ensure its exclusive network of independent insurance brokers and agents across America feel important and well-informed. To keep both parties engaged, the company launched the Westfield Employee Panel, an insight community of over 1,000 employees, and the Westfield Agency Panel, with more than 800 agent members.

Using insight to open new lines of communication and remain top-of-mind

One of Westfield’s corporate goals is to “attract, develop, empower and retain quality people.” Understanding employees’ needs and listening to their opinions is key to meeting this goal. Westfield’s employee community helps the company gain a deeper understanding of employee needs, wishes and opinions on a range of topics, from employees’ physical workspaces to internal communications and retirement programs. Westfield’s agent community creates a robust, ongoing feedback loop, promoting awareness of Westfield and ensuring agents are kept updated on developments at the company.

How Westfield benefits from our software

Helps staff feel like an important part of the business

Centralizes and shares employee feedback

Improves communication with staff

Accessible to multiple departments, including business units and human resources

Allows Westfield to continually monitor, understand and address broker sentiment

Pinpoints what is important to the brokerage community and why

Prioritizes the right projects and programs

Identifies product gaps and opportunities

Improving the employee experience

The Employee Panel helps keep employees engaged, more productive, and proud to work at Westfield. This meaningful engagement with staff helps Westfield enjoy a sustainable employee engagement rate of 87 percent, higher than industry and U.S. company benchmarks. The community provides Westfield with specific actionable insight to improve the employee experience. For example, dialogue about dining options revealed that employees wanted more nutrition information available within on-campus menus. Based on that feedback, the cafeteria now provides nutrition information on as many menu items as possible. The community also helped the IT team implement a new on-boarding process, which raised hire process satisfaction scores.

Improving the agent experience

The Westfield agent community allows the company to track industry norms and ensure it’s consistently delivering an effective streamlined service for agents. Westfield’s agents craved a streamlined, automated system for quoting, applications and policy issuance. For agents accessing multiple systems, it can be very frustrating if they have to search for and enter their customers information multiple times. Understanding this challenge helped Westfield refine its automation capabilities which in turn made it easier for agents to do business. This change gave Westfield a competitive advantage, as agents prefer to work for insurance providers that have the fastest and most efficient systems in place. The ongoing feedback Westfield gets from its agent community ensures the company can prioritize and focus future automation investments for the biggest impact.

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