All ears on you
By Laurie Allen, Agency Services
Around here, we’re so intently focused on delivering on the client experience, our own Ryan Hanley and Sydney Roe dove into the topic head on in two recent Agency Nation posts, Customer Experience is the Insurance Product and Customer Service vs. Customer Experience (explained with a beer fridge, no less!).
But we’re not just talking to you about it: we’re also taking a dose of our own marketing medicine.
About six months ago, the Client Success team launched an agent survey drip campaign to hear directly from you. It’s just 3 short questions, but delivers long on insight about how happy you are with our service, and what can we do to improve it.
Our goal? To use agent feedback to drive a positive experience for every aspect of our business. To date, we’ve invited nearly 50 percent of our Advantage subscribers to rate their satisfaction on a scale of 0 to 10 (if you’ve participated and given feedback, many thanks!).
We’re asking, you’re answering
We know that talk is cheap, and the real value comes from doing. It’s impossible to share all the feedback here, so I compiled a few of the comments that are representative of the types of feedback rolling in and a response to each:
“We are seeing lots of activity and appreciate the sales opportunities.” Jay B., 10 rating
Great to hear, Jay! TrustedChoice.com content has been attracting 15,000-plus visitors a month, so we’re happy to hear referrals are finding you. One thing you can do to ensure you keep attracting the right sales opportunities is providing feedback from the Referral notification email we autosend (or visiting the Referrals page on your agency portal). Your feedback enables us to match you with the types of referrals you want to write.
“We have been happy with your service. Not all leads are good but we have had some success!” Mike H. (6 rating)
Mike, wonderful to hear you’re happy with our service. We’re always refining ways to improve lead quality, and the definition of ‘quality’ is unique to each agency. Recent enhancements including adding an “Are you currently insured?” field to the online Find an Agent form, setting your appetite by business type, and simplifying sharing referral feedback (which makes our Appetite Engine smarter) are a few new features to help boost referral quality.
“It is very rare that we get any leads with more than $1000 or $2000 in premium. We are looking for larger accounts than these and on top of that, a lot of the time the leads are somewhat obscure risks.” Brian D. (3 rating)
Brian, thanks for the candor. To attract more CL referrals, did you know you can now refine your appetite based on 6-digit NAIC codes? This gives you the ability to tailor referrals by specific business type with a quick click of a button. For example, if you’ve been getting taxi requests and don’t have an interest, you can filter them out. Or, if you want to attract contractors, you can select that option–setting your appetite by NAIC is quick and easy.
While we love to see 10s, anything less is fueling our Advantage profile innovation pipeline. And there’s something you can do, too. If you haven’t refreshed your Profile or Appetite settings recently and want to ensure you’re attracting the types of referrals you like to write, log in to your dashboard and get to it!
As always, we’d be pleased to hear from you anytime if you need assistance or want to share how we can improve your client experience. In the meantime, you keep the feedback coming and we’ll continue listen…and innovate.