Great Customer Service is an Advantage in Every Industry, Especially Ours

Recently, I had a routine checkup at a new doctor’s office. After running typical blood work, the physician told me one of the tests seemed off and asked to repeat it. I went back to the lab and got stuck again. I was advised that my results would be posted on the “Doctor’s Portal,” a new online account through which I’m meant to access all of my health statistics. I’m sure this makes the health care professionals’ jobs easier and saves money as well: Sounds great! But, there was one problem. When I checked my test results, I didn’t understand what the numbers meant. Were they too high? Too low? I had no idea.

So, I called my doctor’s office and spoke with a very nice nurse, whom I asked, “What do these numbers mean?” She responded, “Didn’t the doctor tell you what these numbers mean?”

“No,” I answered. So she said she would have him call me. I waited days for a response. Turned out the technology eased work for the doctor, but I still had to wait (for days) for information.

In the end, everything was fine with my test, but I switched my doctor. I didn’t go to medical school; I need someone who is willing to actually talk to me about my health concerns.

This all got me thinking: If we gave our clients service like that, I don’t think they would stay with us for long. Just like I wanted the doctor’s expertise, our clients want ours. The personalized service and knowledge we offer is what puts us above direct writers.

For a contrasting and positive example, I can share my experience with my bank. The employees at my local branch pride themselves on their service. “We know you by your name,” they advertise. When I walk into the bank, they greet me with a smile and say, “Hi Mr. Ruchman.” (I reply “Call me Steve.”) Last week, I spoke with their newest employee, who came from a big national bank that wants their people to have as little interaction with customers as possible.  She told me this bank would rather their customers do business online to save time and money. I’ll stay with my small bank, thank you. Personal interaction is becoming so rare that it sets them apart from the competition.

Here’s a personal example of great customer service from our own industry: My daughter recently had a horrific experience driving on the Long Island Expressway with her two boys and one of their friends in the car. Another driver sideswiped her car and when the two vehicles pulled over, the other driver was aggressive and screaming. He reeked of alcohol. Before the police arrived the drunk ran to his car and left the scene. Fortunately, two other drivers saw this guy weaving and stopped to help my daughter. They had taken video of the man’s erratic driving, which they shared with the authorities.

Surprisingly, the drunk driver had insurance. And, my daughter’s experience with his carrier was extremely positive. They were quick to help her get her car fixed, gave her a rental while it was being done and provided quick and helpful service throughout the claims experience. That insurance company was smart. Even though they were working with a third party, they knew great customer service made her a strong prospect if she was unhappy at all with her own company.  Excellent customer service is the best marketing a carrier can do.

So here is the lesson for all insurance agents: First, make sure you provide every customer and prospect with great service. But second, find out how your clients are treated by the carriers with which you work. How do your companies treat your insureds? How do they treat the third parties with whom they interact?

A recent McKinsey survey of insurance consumers found that insurance shopping has slowed and that the percentage of customers who switch carriers has dipped below double digits. The survey found that this loyalty is determined primarily by two factors: price and customer service. Guess which one agents have the most influence over.

Now, imagine reaching out to a third-party prospect after they’ve had a claim and being able to say, “If you are happy with the service from our carrier, may I offer that service to you?” I know, in my daughter’s case, she would have considered it seriously. Agents who know their carrier has treated the third party well should make sure they get that information.

Great customer service is an advantage in nearly every industry, but especially in ours. Make sure you are using it to build your book.