There are few things more valuable than a happy client. If you’ve gone out of your way to do the best you can for a customer, chances are high that that customer is going to sing your praises in personal and professional circles. This is why customer service can’t be overlooked and should always remain at the top of your agency’s list of priorities. When you consider the ROI you can get from a happy client, you’ll be sure to make keeping them that way your #1 agency goal.
Your advertising and marketing efforts may go overlooked by prospects which means you could be overlooking the true value of referral marketing and making things more complex than they need to be. As an insurance agent, your job isn’t to get clients and to make and keep them happy so they’re more likely to get more clients for you!
Here are a few ways to make the most of your client’s experience.
GO ABOVE AND BEYOND CUSTOMER EXPECTATIONS
Exceed expectations by offering your clients service that they won’t get from your competitors. If most insurance agencies only contact clients during renewal periods, strive to check in with your clients several times throughout the year. This will help you to establish real relationships with them, and learn about their families and their likes/dislikes. Learning about your clients will allow you to better tune into opportunities for small ways to wow them. If you find out that they love chocolate and peanut butter, for example, and they live nearby, drop a few peanut butter cups and a little note in their mailbox the next time you find yourself in the area. For clients from out of town, don’t underestimate the power of a hand-written birthday card, or the power of remembering and recognizing a special milestone or anniversary.
ANSWER EVERY QUESTION
Insurance can be confusing to people who aren’t agents or brokers. Most applications and product information involves a whole lot of jargon that can be overwhelming and frustrating. Maybe even more so for clients who are looking to insure their businesses. Potential new clients (and current clients) are sure to have lots of questions. Thinking about your clients’ needs and questions ahead of time and answering them before they have to ask is even better. With each answer you provide and each coverage you break down, you’re creating a happy customer rather than a frustrated one. Avoiding frustration and negative experiences is even more important than providing positive ones.
OFFER GOOD PRODUCTS AND DO IT CONSISTENTLY
Insurance clients don’t get to “experience” the products they’ve purchased until they file a claim. They’re often reaching out to you during the most difficult moments of their lives. During these moments, it’s critical to provide the quality service that you know will back up the promises you’ve made. That’s why it’s so important to work with a managing general agent who understands the value of quality service and serves as a true partner.
Client retention is incredibly important to your agency’s overall success. The best way to keep your existing clients is to establish and maintain trust, and to make sure that they are happy. Yes, it’s likely impossible to make the outcome of every claim pleasing to every client, but that’s where exceptional service comes back in. It’s cyclical. A client who is loyal to you and trusting of you will understand that you’re doing the best you can with the situation and working to provide them with the best outcome possible.
DON'T BE AFRAID TO ASK FOR REVIEWS
Another simple but oh-so-important task. If you want good reviews from happy customers, ask for them. Send your clients an email letting them know how important their opinions of your agency are, and asking them to take a moment to leave you a review. Pop the link to your Google business page or your company Facebook page into the email. They’re short on time, too—so make it as easy as possible for them to do you this favor. Then, show your gratitude.
Clients who are treated fairly, have their questions answered up-front, trust you and believe that you exceed their expectations will become ambassadors for your agency. When their friends or family members need insurance for their own businesses, they’ll recommend you. And that recommendation will likely have more return on investment than any ad you could ever dream up. Word-of-mouth agency advertising is more powerful than anything you could purchase, because it’s free, unsolicited and authentic. Tap into its power by focusing on the 4 simple steps discussed above, and watch as your success continues to grow.
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