Customer service is a key success indicator for your independent insurance agency and mastering it creates a snowball effect in helping every other step in the sales process move smoother and more efficiently. Every independent insurance agency should set as a goal for customers to walk away feeling as if working with your agency was a positive experience and the right decision.
Strong customer service is what builds trust, creates long lasting relationships, and grows your business, contributing to the overall success of your independent insurance agency. Customer service is continuously evolving with the marketplace, and practices are not always black and white. While customers may prefer the option to handle small tasks virtually through an agency mobile app or website, they may also prefer speaking to their trusted agent who makes them feel heard and provides them with the confidence that the problem will be resolved quickly and thoroughly when a larger issue arises.
Let’s dive into a few customer service skills that will guarantee deeper developed trust and success within your customer relationships.
Precise Personalization
Each and every one of your customers are individuals with unique wants and needs, and it is important to make them feel as if they are treated as such, rather than lumping them into the group with the rest of your customer base. Customers need to feel a connection to your agency in order to build trust and guarantee they won’t go shopping elsewhere, at least in the near future. Making sure any and all communications with your customer are precisely personalized is a great customer service skill that can go a long way in developing that customer relationship, and using their name rather than “Dear Valued Customer” won’t cut it. Show the customer that you’re invested in their life through referencing specific changes you noticed in their policy updates, or inquire about their family or business and personal things they had shared in your previous interactions together.
Timely Communications and Responses
An advantage that many agencies miss out on is always being multiple steps ahead of what your client anticipates. Rather than only reaching out when there is an upcoming renewal, connect with them when potential coverage adjustments arise, or share insights from the market that could potentially affect their polices. Even a simple check in stating that everything looks great, but that you will continuously be checking in, can go a long way in making your customers feel seen, heard, and taken care of.
The same goes for response time. If a customer or client submits an inquiry or makes an effort to get a hold of you, it is crucial that you make the effort to address their concerns within 1-2 business days, preferably within the same business day if possible. If you happen to be extremely busy, a response stating that you have received their inquiry and will get back with them as soon as you can is better than waiting until you have a free moment, which could potentially be days later. Swift responses develop respect and further establish trust between your agency and your client base.
Lead with Empathy
Whether you’re an agent or customer, we are all aware that insurance tends to be stressful for most individuals and is something that is dreaded to handle for that very reason. While not always, many times a client is sending an inquiry or reaching out due to an unforeseen event occurring in their lives, and the best way to make sure the conversation goes as smoothly as it possibly can is by leading with empathy. When a claim or life event arises, your clients are looking for someone to help them maneuver a process they may not fully understand with care and attentiveness. Remaining calm and handling the situation with kindness and thoroughness provides the client with a sense of security, further developing their trust and loyalty to your agency.
Provide Clarification with Humility
Providing clarification is key when it comes to communicating with your customers, but it is also only beneficial if the customer can comprehend and understand the information that you are providing without feeling as if they are being talked down upon. You are the insurance professional for a reason, not the customer, so having any expectations regarding what you believe the customer does or should know about their policy is the quickest way for unintentional condescension to develop within the conversation.
Make Your Customers Feel Truly Appreciated
Continuously showing gratitude for your customers during and after every interaction, at renewals, or just through a simple check in each month can go a long way in retaining business and being referred more. People want to feel appreciated and taken care of, and a thoughtful note or check in call is only a few minutes of your day that you can use to make your clients feel seen and valued. With the industry becoming more and more digital, it is more important than ever to find opportunities to reinforce the human connection and relationship your agency has with its customer base.