The Customer Experience Approach to Selling Insurance

In my post last week, I talked about the two presentations on selling insurance that were made at the IIAG’s Annual Convention.  Both presentations focused on how to create the right emotions in a customer or potential customer and both were examples of what can be called the customer experience approach to selling insurance.  This seems to be the hot topic of the moment, as earlier today, the Agents Council for Technology hosted a webinar titled, “The Customer Experience Journey.”  It focused on how agents can use technology to make the customer’s experience in dealing with your agency a positive one, by using it in a way that creates positive emotions in customers and potential customers.  Any interested readers who may have missed that webinar will probably be able to find a recording of it in the near future on the ACT website.

An article on how to use technology to enhance a customer’s experience with agencies appeared in a recent edition of ACT’s newsletter.  The author refers to a JD Power survey of insurance customers that revealed those customers who interacted with agents using “emerging technology” had the highest satisfaction rating of all the customers surveyed and were more likely to stay with, and refer others to, their agent even if they did not offer the cheapest premiums.  However, he made the point that the days of the “broadcast e-mail” were over.  Agents need to use technology to craft specific messages for specific segments of their customer or potential customer base, with the goal to make it look like each message was written with the customer to whom it is sent in mind.  Birthdays, anniversaries, renewal dates, claims, and other events can the subject of such messages, which should aim to create a positive emotion in the recipient by acknowledging their milestones or providing value in the form of relevant information or support at a time when it is needed.

The author also makes the point that it is crucial to integrate the technology used to contact the customer or potential customer with a live person at the agency, so that person will know when to contact, or expect to be contacted by the customer, and what the subject of that contact should be.  It’s all about relationships and while those can be prompted by the proper use of technology, they can only be firmly created by having a person at the agency who is prepared to interact with customers in a way that is relevant to them and their needs.

In a recent newsletter, Steve Anderson, explained how a program known as SlideShare can be used to provide relevant information to an agency’s customers or potential customers through LinkedIn or directly.  If an agency is looking for relevant content for its marketing activities that is visually interesting, SlideShare is a great source, especially since it is free.