S t e v e A n d e r s o n , C IC

Perfect the Customer Life Cycle

MEET CUSTOMER DEMAND WITH 9 STEPS THAT BLEND TECHNOLOGY
AND TRIED-AND-TRUE SALES METHODS

nsurance agency marketing and sales are being Deliver and satisfy: Continue to build trust in

I
transformed, and customer expectations are driv­ the relationship by creating internal processes and
ing the change. Yet consumers still want to buy systems that ensure service activities are done well.
from people they know, like and trust. Indepen­ Create a new client welcome process that sends nine
dent agents can take advantage and grow their contact pieces over 90 days and educate new clients
agencies if they think differently about the customer on your services.
lifecycle through these nine ways: Upgrade coverage: The sales process doesn't stop
Get attention: Getting the consumer’s attention— when the prospect becomes a client. You
whether personal or business—is more difficult could have a personal auto client
'Stupid' today than ever. A balanced marketing that did not purchase liability
Insurance approach helps you engage with limits as high as those you
Policies Pay Off recommended. Have you
Two years prospects. Informative articles on
ago, my two your website, Facebook ads, Linke- created a process to regu­
daughters got dln research and engagement, local larly contact that client and
married, six networking events, and direct mail suggest higher limits? What
months apart. I letters or postcards all attract cus­ is your process for selling
researched online personal articles floaters on
and purchased tomer attention. Training employ­
w edding insur­ ees to be more active and successful homeowners' policies?
ance for both on social platforms is another way Round out accounts: There
events. Although to engage and get the attention of your are many “stupid” coverages,
I first checked ideal prospects. such as pet insurance, that most
my insurance
agent's website, Capture information: agencies don’t sell. But clients are
that coverage Offer a “special report” buying it—-just not from you.
was nowhere to or other information in Keep existing business: The longer a cli­
be found. With exchange for contact ent stays with your agency, the more profitable that
a simple Google information. Technology client becomes. The new client welcome (deliver and
search I found
several options automatically manages this satisfy) is a great way to create a renewal process—
and ended up process. When a prospect fills which starts after the policy is sold, even though
purchasing a out a form, “the system” sends a renewal is months away.
policy. confirmation email asking him or her Get referrals: Do you ask for referrals from
Pet insurance, to verify that he or she wants to receive the informa­ your satisfied customers? Are you actively asking
w edding insur­ satisfied clients to leave online ratings and reviews
ance and travel tion. After confirmation, the system directs the pros­
insurance are pect to a webpage to download the document. that appear on Facebook or Linkedln for you and
all examples of Build relationships: A campaign management your agency?
coverages that process allows you to stay in touch (with letters, Although technology can help you create and
every agency emails or phone calls) with the individuals that re­ manage the perfect customer lifecycle within your
should include
quested information from you. I automatically send organization, you need to create a strategy before
on their w ebsites
and market to eight emails over 12 months (one every 45 days) to implementing the technology. These nine steps can
their clients. Why keep my name in front of a prospect. help you create and manage your own perfect cus­
would you w ant Sell something: If you’ve built a solid relation­ tomer lifecycle and lead to long-term profitability. US
your clients to go ship, sales will come because you have demonstrat­
anywhere else
when they need ed that you’re not just out to sell something, but to Steve Anderson is an authority on insurance agency technology,

to buy an insur­ truly help. This builds trust and is the key to long­ productivity and profitability. For insurance sales training with the
ance product? term profitability. Dynamics of Selling program visit www.TheNationalAlliance.com.

58 | JULY 2014 | NATIONAL UNDERWRITER PROPERTYCASUALTY360.COM

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