Customer service is not an island unto itself. It is not just a series of processes, policies and procedures developed by the management of the brokerage. Having employees memorize and replicate those procedures will not ensure retention of existing customers nor will it help you acquire new ones.
In 2011, Ernst & Young undertook a research project to canvas the opinions of 24,000 insurance consumers across seven regions of the world. Ernst and Young’s research does indicate that price is critical particularly for new business. At renewal however, customers consider service first, trust in the provider second and price comes in third place. So really it’s more about retaining existing clients than obtaining new ones! And what’s the easiest way to get new business? Right – referrals! To do that you need to meet the needs of all of your customers.
As outlined in our Continuing EducationCourse for Insurance Brokers “Leadership for the Insurance Professional” where we teach that leadership starts with you, the owners, leaders and managers, we believe that customer service also starts with you. And guess who YOUR primary customer is. No, it’s not your insurance client! It’s your employee; your Customer Service Representation, your Account Executive, your Receptionist – your front-line people; those people whom you hired to represent you and help you grow your business.
If you don’t have passion, purpose and a desire to truly provide your customers with what they need you will not be successful! Customer service starts with you – your passion, your purpose.
Steve Jobs said “People say that you have to have a lot of passion for what you are doing and it’s totally true. And the reason is because it’s so hard that if you don’t (have passion) any rational person would give up. If you don’t love it you’re going to fail. You have got to have passion for it.”
Over the next few weeks Majix will be sharing the “Eight Steps from Passion to Profits”, with major focus on building a customer service culture. Watch for it!