Insurance Agency Communication for Customer Development

Summary:

Everybody knows that maximizing customer relationships maximizes income - i.e., retention, policies per account, and referrals. And everyone knows that superior results require multiple 'touches' throughout the year. Those touches can, and should, take many forms: email, snail mail, phone calls, individual meetings, and group seminars. In trying economic times it is more important than ever to stay in touch with your customers. One study revealed that, when insurance agencies learn of possible customer defections, and get an opportunity to intervene, accounts are saved 86% of the time. The key to success is to make your customer touches systematic, and to provide legitimate value through those touches where possible. You can and should use insurance agency website resources for content as the basis for much of your communication fodder. Customer communications should be part of standard agency marketing practices in any economy. But in a down market it is even more important than ever to stay close to your customers.