Surveying Your Customers: Why Agents Should Be Actively Seeking Feedback
Insurance customers use the Internet to shop around a great deal. When they’re in that initial “getting to know you” stage, they tend to buy based on price. At least, that’s the first thing that will catch their attention before giving consideration to coverage and fine print. But over time, customers will grow to care more about value than anything else, and that’s where you have to keep your finger on their collective pulse. Surveying your customers is a great way of doing this, namely because of the following factors.
It shows you care.
When a customer first darkens your door, you are a bot for an insurance company. That’s how they see you, and if that’s still how they see you two years from that first handshake, then they’ll probably start shopping for a new provider. But by getting out ahead of them and soliciting feedback on their purchasing experience, you can send a message right away that you’re in this to make their experience the best it can be. If a customer’s first impression of you is, “This person really cares what I think,” then you’re on your way to a client-agent relationship that could last a lifetime.
It identifies training opportunities.
When you can get a customer to sincerely and honestly give you feedback on the highs and lows of their experience, you can use that information to identify key areas for improvement and training. This is important because when you’re just starting out, you only have the ideas you think will work when it comes to how you run your business. However, customers can shed light on numerous things you never thought of — and might never have thought of — provided that you take the time to ask.
It builds community.
Countless studies have shown that insurance customers — even the Internet savvy — are looking for something more from an insurer than simply the cheapest price. They want to feel taken care of, not just by the fine print on their policy, but also by a face they can trust. When you solicit feedback from your customers, you’re saying, “This may be a business, but it’s a business that you’re an integral part of.” It tells the customer they are more than just a commission; that they have a voice and that their voice matters. That’s how you build a community of customers, who will stay with you through thick and thin.
It allows you to address issues long before they have a chance to jump ship.
Many customers can be cagey. If you do something they don’t like, then rather than voice that disdain, they’ll let it fester until — by the time their policy renews — they are looking for that first opening from which they can escape. You can head that flightiness off quickly by identifying discomforts and concerns early. Not only will it show that you’re attentive to their needs and proactive in getting them fixed, it will also blot out any negative emotion they have towards your customers service and your agency as a whole.
While a survey only diagnoses a problem or shines light on the things you’re doing well, it says so much more about your business and can help you improve operations for however long you’re doing this. As far as implementation of surveys is concerned, consider doing one on Facebook or through a plugin on your website. There’s also the old-fashioned way of getting them to do it in person, using a giveaway of some kind to sweeten the deal and encourage participation. However you decide to do it, make sure that you are asking the tough questions and preparing to make improvements every step of the way.