Customer Service Focus

Excellence is worth the effort

Some tips on how to create long-term relationships with customers

By Debra Stevens, CIC, CISR, AU, AIS, AAM, CPIW

“You had me at ‘hello.’”

—Dorothy Boyd in “Jerry Maguire”

How do your customers respond to you? If you were to ask, would they respond: “You had me at ‘hello.’”? You would hope so!

Consultants and other experts recommend that one should answer a call with a smile and the warm feelings will come through in one’s voice.

However, to truly have a customer and keep that customer’s loyalty for life, you need to deliver extraordinary and impressive service. Being aware of your smile while you talk is a good start, but all of us can do that. Therefore, what separates you from your competition so that you can own your customers?

Look around and you find company after company closing their doors in this down economy while other companies are surviving. So, the reality of your having a job next month or next year may depend on how you differentiate yourself. What makes the definitive difference? Are you making a conscious choice to provide a satisfying customer experience beyond all customer expectations?

Now is not the time to just sit back, but rather to aggressively buttress your current customer relationships and look for ways to mine for new business opportunities.

Keep in mind, many times the customer’s need for an insurance product or service will bring that person to you, whether by referrals, a phone call, over the Internet or simply by walking through the door. Their first impression has to exceed what they expect or even contemplate. That first meeting has often been called “the moment of truth.”

You need to strive to make every moment of truth an enjoyable and fulfilling experience. Ultimately, these moments will attract and assure retention of your customer. What’s next? Each “hello” has to be followed by an extraordinary conversation.

In that high-stake conversation, what are some ways you can distinguish yourself from others? Hands down you need to know and care about your customer. Treat him or her with consideration and respect right from the start. A smile in your voice is a good start, but how many other communication nuances can you use to gain the competitive edge?

Your voice is the link between you and your customer. What kind of voice do you have? It should be one that is pleasant and uncomplicated to listen to. Become a student of your communica­tion style and work to develop a voice that enhances your words and conveys a sense of sincerity, friendliness and strength.

If you want your customers to view you as the professional you are, your voice cannot be emotionless, overly loud or annoying. If customers stop listening to you, you’ve effectively given them the business card of the agent down the block.

Beyond the “hello”

Another way you can demonstrate that you value your customer is through direct eye contact. We all have had conversations with someone who looked over our shoulder, down at the floor, at their cell phone, everywhere but in our eyes. What did you think? Did you think they cared about you?

If you make eye contact with your customers, they will know you are sincere, credible, friendly and, above all, honest. It really allows you to establish a bond, a relationship. In addition to establishing good eye contact, don’t let your facial expressions convey mixed emotions or feelings. Your expressions must be consistent with the feelings or information you are communicating verbally to your customer.

For example, we all know it’s inappropriate to smile if someone is telling us a sad story. That is an obvious one. Your customer needs to trust you, for in fact you are the one person whom they have asked to help them safeguard their assets and to restore or protect their net worth in the event of a severe loss.

Here are some additional thoughts that may help to fortify the career-making conversations you have every day. For a personal lines customer, know the details—employment, interests, hobbies, children and anything else unique about them. I have seen agents overlook the classic car in the garage, the gun collection and a room full of valuable art.

Always take into account that each customer is unique. Know what is on commercial customers’ Web site or what is contained in published material; review their marketing information. Visit each of their locations. It is a good idea to take your camera. You may not always remember the details, and the photos you have taken will help you analyze the unique exposures each customer faces.

From these efforts, not only will you establish a knowledge base to effectively discuss exposures present, but also you will find additional business opportunities. Pay more attention to the needs and preferences of your customers and less to the commission you will obtain. Needless to say, profits are critical and are a key to your long-term solvency. However, customers who will be there for the long haul will keep your bank account fat and happy.

At all times in your conversations with your customers, remember to listen intently. Doing so will help you understand what they think their insurance covers, as well as what exposures may not have been addressed, along with what really matters to an individual customer.

From this base of knowledge, the opportunity presents itself to then follow up with professional and understandable advice, along with choices to address the exposures that the client faces. Tailor what is offered to the specific needs, defining and delivering a personalized customer experience.

Bear in mind, we represent an intangible product that is abstract to some of those in need of our service. The fact is, our customers purchase a contract that an insurer will perform in a specific way if certain conditions should occur in the future. They are purchasing a guarantee, so engender­ing your customer’s trust is critical—they are making the decision to purchase a promise from you.

Keeping your customers deeply involved in the choices and process of purchasing their insurance product will strengthen your relationship. This can be a real challenge, as most clients don’t comprehend the critical issues that our products address. How many even read their insurance contract?

Ask for their opinion and then value it, even if it does not agree with yours. Continue to find ways to nurture your bond. Your goal should always be to view each customer as a life-long relationship. Consequently, as needs in their life change they will come to their trusted advisor for help and advice.

Always be responsive and support­ive; be loyal to your customers and they will be loyal to you. Never be satisfied with being a “good” agent or customer service representative. That will not cut it in today’s marketplace.

Raise the bar, strive for greatness. Excellence is worth the effort, as that is essential to success, not only in the market we are currently in, but on into the future. Strive to “have them at ‘hello,’” and in a conversation for life.

The author
Debra Stevens, CIC, CISR, AU, AIS, AAM, CPIW, has over 20 years of experience in almost all lines of commercial underwriting. She is currently a senior commercial lines underwriter for Allied Insurance, a Nationwide Company in Sacramento, California. For more information on the CSR of the Year Award or the CISR program, go to: www.TheNationalAlliance.com.