Just Who Is Talking To Your Insureds?

When was the last time you met with any of your renewing customers?  Aside from having to because of a claim, when was the last time you sat down to discuss changes or even sent a letter to any customer you wrote over six months ago?  I would bet it has been well over six months.  The sad truth is that the industry average is only once every few years.

Just who is talking to your customers?  For starters, they know Flo very well.  They know her so well they dress up as her for Halloween. They're also very familiar with and see a little green Gecco on a daily basis.  Ever heard of Dennis Haysbert?  He's most famously known for his deep voice and role in the movie "Major League" but now he represents AllState.  He gets pretty chummy with them too.   He even tells them he’s going to give them money back!!

Picture of my Mom as Flo for Halloween
 

 Ironically those of us in independent insurance agencies tout how great our personal relationships are and how our personal touch keeps our retention strong.  Would you want to put your money where your mouth is?  Unfortunately you probably already do and don't realize that in actuality your customer relationships aren't that solid.  For example, how many existing insured's came through your door today that you had to ask their names?  

The fact is, direct writers have done a great job taking fictional characters and giving them personality.  Their words comfort us, make us laugh, and sometimes give us false hope.  They tell your customers they can name their own price for insurance! Have you ever done that?  I bet (and hope) not.  It’s your job to explain to them just why it’s impossible to do that.

 It's true that a majority of the customers that leave your agency to "go direct" will probably return with a bad taste in their mouth after dealing with a claims issue or missed payment.  Most like having a local agent to rely on and someone they can they can visit with in person.  However, if you acted a little more pro-actively you wouldn't lose them to promises of saving 15% in 15 minutes.  If you only spent 15 minutes with them in the first place, they might not be so tempted to leave.