Best Practices | Read Time: 5 minutes

How We Make Our Customers Know They Are #1

January 16, 2020

Kristin Hackney Headshot By: Kristin Hackney

As I think about my own trajectory as a consumer, it’s amazing to reflect on how I’ve changed, or rather, how my options have expanded – how I order food, summon a ride, consume media, make a reservation, replace common household items. I used to have a folder of paper takeout menus. I used to use my phone (maybe even – gasp – a landline) to call businesses and ask them when they open or to make a reservation. I used to stand on the curb and yell “taxi.”

I still do some of those things the old way, when I need or want to, but most of the time I’m going to rely on brands or providers who simply weren’t in my vernacular five or 10 years ago like Uber, Lyft, GrubHub, PeaPod, AirBnB, Warby Parker – the list goes on and on.

That said, I still want a great experience – a courteous and knowledgeable driver; a prompt and friendly face at my door delivering my pizza; a human voice with the right expertise on the phone when I need it. I still expect human interaction woven throughout my digital journey. In the digital revolution of insurance, we are dealing with consumers, like you and me, whose expectations have been shaped by other industries, setting a high bar indeed.

In the midst of our heightened demand for access and great experiences, consumers are increasingly leery of how companies use their data. Trust is more important than ever before, and according to Salesforce, 95% of customers say trusting a company increases their loyalty.

Dedicated to Providing the Best Customer Experience

So, the stakes are high for meeting customer expectations by building rapport, effectively addressing customer concerns, through a personalized, seamless experience that fosters brand trust.1 This is where we at Applied, with our investments in customer experience, are well-positioned to be your partner in meeting the increasing demands of your customers.

Customer experience is a critical investment for Applied. In our 35+-year history, we have worked to build a culture of customer-centricity, with a focus on exceeding your expectations, constantly innovating, and leading our industry by setting the standard that others aspire to. Our customer experience organization at Applied is laser focused on our customers, working every day to ensure they get the best results possible from their investment in Applied technology and that they have a trusted partner to guide them in the digital revolution of insurance.

Work with Experts Who Speak Your Language

Applied’s Services team is staffed with insurance, technology, and business process experts who have a strong track record of ensuring unique business requirements are met and goals accomplished. Our industry-leading methodology takes a comprehensive approach to the digital agency implementation process, including optimized connectivity with insurers and insureds. Whether deploying new technology, bringing on new users through an acquisition, or migrating to the cloud, Applied Services has the knowledge and expertise to support our clients as their businesses digitally transform.

Applied Education Services is here to make sure our clients realize the full potential of their Applied technology investment. We empower agency staff with the education and training they need to keep productivity high. From on-site custom training to online tutorials, we take a tailored approach to education to make sure employees are up to speed on the latest functionality.

Benefit from 24/7 Support

Every day, Applied Support connects our clients to subject matter experts and support professionals who enable them to gain the most from their Applied technology. Available 24/7, our Support ensures customers can always connect with a live Applied support technician located within one of our 17 offices in the United States, Canada, United Kingdom or the Republic of Ireland. Our team speaks their language combining deep insurance domain expertise with technology knowledge, ensuring they have the right resources available when they need them most.

Partner for Success

The importance of relationships is a hallmark of the independent insurance agency, and one that Applied remains committed to. As our industry continues to evolve and grow in this digital revolution, Applied is here as the industry’s trusted technology partner to provide the support, services and software that enable our clients to transform their businesses for success today and in the future.


  1. Customer Experience Survey, Corinium, 2018.

Kristin Hackney Headshot

Kristin Hackney

Kristin Hackney, Former Executive Vice President of Customer Experience, was responsible for Applied's customer delivery strategy and operational execution for the Company's Professional Services, Support and Cloud-based solutions. She is the former vice president of Worldwide Enterprise Solutions & Services for Chicago-based SPSS Inc., a leading global provider of predictive analytics software and solutions, now part of IBM. Hackney drove the strategic transformation of SPSS from a tools/technology-focused vendor to a respected provider of enterprise solutions, building and leading the company's global predictive analytics solutions business. In a previous role at SPSS, Hackney served as vice president of Worldwide Education Services. She holds a bachelor's degree from Hamline University in St. Paul, Minn.