As we start to exit this hard market, agencies need to invest in customer service strategies for the insurance industry. Over the past several years, clients have been asked to pay 30+% more in premiums, and when you pay more, you expect more.
Now is the time to invest in training your team on WOW Customer Service strategies. You may believe your team gives good service, but in today’s market, clients demand WOW Service.
In this blog, we will break down 12 insurance customer service philosophies that your agency needs to start training, educating, and holding your team accountable to!
Three E’s: Easy, Engaging, & Effortless
Is your agency easy to work with? Don’t assume that you will take a hard look. Can clients chat or text you? Are you helping commercial clients with complicated applications? Do we encourage EFT/Pay-In Full?
Is your agency engaging? Do you document kids’ names, commercial business stories, pets’ names, and favorite vacation spots? To be engaging, we need to treat our clients as people first and policies second.
Is your agency effortless? Are you proactive or reactive? Do you predict challenges and make your clients live’s better? This may be proactively processing certificates, renewal reviews, and contacting commercial clients quarterly to avoid bg audits.
Our Role Is Relationship Building
Every team member’s job description should say Relationship Builder. We need to connect with clients and know their name. You want to use their name in interactions and not rush people off the phone. Take the time and the moments to care about all clients (not just your frequent flyers).
Right Vs. Fast
When we are crunched on time (which is frequent these days) we often cut corners. Maybe we don’t confirm contact information, forget to document the file, or don’t make a coverage recommendation. Our mindset has to be that we do the best job all the time vs. being fast and missing the WOW moments.
Focus on What the Policy Is Insuring
In order to help your client understand the coverage they need, it’s important to talk to the clients about what you are insuring. Someone may be upset about the cost of home insurance, but then you get them to talk about their home, where their kids grew up, where they had family parties, or where they created their dream kitchen. By not focusing on the policy, but what the policy is ensuring, you help your client see the need for coverage.
When You Confuse You Lose
Insurance is confusing as it is – we need to ensure we use language that the clients understand. Make a list of words to stay away from and what to say instead. A confused client will always be frustrated and not want to engage in conversations about more coverage. In order to encourage cross selling and upselling, the client must understand what they have currently.
Response Times Matter
Every agency should create agency standards for response time to clients. This includes email, phone calls, texts and chats. When a team member can’t hit them they need to communicate to their leader. You can even respond to a client just letting them know you received their request and set a time to follow back up. There is nothing worse than the feeling of being forgotten about.
Mistakes Will Happen
Mistakes happen all the time! We need to encourage everyone to be open and admit mistakes. The bigger mistake is hiding it or trying to remedy it on your own. Mistakes are teachable moments. Let’s use them to get better and learn.
Your Role Is Outcome Not Tasks
We see all the time a task that is bumped out because we emailed the client to follow up. Let’s think about how to get what we need to WOW the client. This may mean we call, text, email, and ask the receptionist when they will return. We are clear in our expectations and risks if a client doesn’t get what is necessary.
Raise Your Hand
We have management systems now that allow teams to assist each other. There is no longer the “my client” mentality. We need to communicate when we need help and accept help how it’s given. Many team members struggle asking for help because everyone is so “busy.” Work with leadership to help you organize and get the help you need to be successful.
Everyone’s Role Is Growth
Too often we see service team members have the mentality that new business is the job of sales. The reality is, every single person at an insurance agency can contribute to growth. Growth comes from retention, new business, coverage increases, rate increase, and more. Ensure everyone understands that you need to be a growth agency.
The Client Cant’ Be Involved In Our Dysfunction
If we’re short-staffed or experiencing technology issues, the client should NEVER, EVER know. We must ensure that our clients never accidentally encounter agency issues. You have the power to choose what you share with clients, and it’s essential to withhold anything that might negatively influence them. This is one of the most important customer service strategies in the insurance industry.
Conclusion
Hopefully this has been a great review of the top customer service strategies for the insurance industry. At APP, we know insurance customer service is hard. Your team may need a boost or formal customer service training. That’s what we do here at APP! We are the industry’s best friend and can help you inspire and refine your team’s customer service approach.
