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Six Things Customers Want from You
By Peter van Aartrijk Jr., CIC
In my travels in the Wonderful World of Insurance, I’ve often marveled at the gap between a) what customers really want and b) what independent agents think customers want, or don’t want.
The understanding gap is sometimes huge—the whole area of online service is one. Other times the gap is subtle, and hard to spot. Unless you probe to find out.
In preparing to teach some branding classes for agents this year, I’ve summed up what appear to be six main things customers want from their agencies. Here they are:
1. Partnership
Partnership means trust among customer, carrier and agency. Customers don’t want salespeople; they want trusted advisors. Agents say they know most people are not seeking the lowest price. (And it’s hard to be the lowest price anyway.) Then why are we always in the bidding game, quoting apples-to-apples policies? Stop talking about price—and certainly stop leading with price—as coverage and protection ultimately are stronger cards to play.
To help you get there, let’s ponder some questions:
- Why should people come to your agency?
- Why should they stay?
- How does your agency literally define “great service”?
- What are things you do for customers beyond the policy? What are some things you could do?
It’s a good idea to brainstorm some of these questions with your employees. For instance, “great service” cannot be “friendly service.” Everyone says they do that, and people want more. “Great service” can’t simply translate to “We answer the phone on the first ring.” That’s not unique and differentiating service.
2. Quality
Who wants to feel like a number? In insurance, we create ‘em all the time. There are customer numbers and policy numbers and claim numbers. That says “we’re big” while the customer thinks “who cares?”
Every customer interaction should be high quality. Create moments of truth beyond the claims handling.
And why do we treat all customers the same? Do you truly know who your customers are? Some ways to look at them: Number of personal vs. commercial, or small, mid-size, large commercial; age and income range; employment (blue collar, white collar); geographic area (suburban, rural, proximity to agency); total income to agency, and so on.
What can you do for the special ones?
Are there some people on the books you probably shouldn’t be insuring? (Yes.)
3. Education
Customers want—and in discussion groups I’ve heard them literally demand—to be educated. How will your agency do that? What do your customers need? Have you asked, or thought about it? (Note: This isn’t “selling” as producers know it.)
You must develop a customer education program that will include specific tactics. Put someone in charge of the plan, or it won’t get done. (And if you’ve already asked I-Marketing Management for help in this regard, congratulations—good decision!)
4. Time
With time a precious commodity, find ways to save your customers’ time, not waste their time. Look at what you can offer, for instance, on your Web site. Customer self-service is the new customer service. And make sure your entire service/processing staff is working with your carriers in real time for policy inquiries and new business—employees and customers will love the speedy service. (For more information: www.getrealtime.org).
5. Web Site
Stop viewing the agency’s Web site as a “project” that is reviewed occasionally. You are missing new business opportunities, and you are missing interested prospects who come in via your Web site. Did you know that 85% of Web sites are found through search? (If you send an e-mail to the below address, we’ll send you an article with more information.)
6. Relationship
The power behind brand is relationship—and that is your most important asset. Find new ways to build rapport with customers. Good brands are like Steady Eddie friends for their customers.
Hopefully, we’ve offered some fodder to get the conversation going in your firm. Good luck.
Peter van Aartrijk (peter@Aartrijk.com) is managing director of I-Marketing Management. |
