As an insurance agent, it’s essential to cultivate client relationships by establishing yourself as trustworthy, reliable, and knowledgeable. Agencies that focus on building customer trust and loyalty typically benefit from higher performance ratings, lower churn rates, reduced expenses, and increased margins.
By striving to create an exceptional customer experience with every client and across every encounter, you can successfully increase retention and grow your agency. Satisfied policyholders are more likely to recommend your services to family and friends, which can significantly enhance your business. Develop client trust and loyalty by implementing the following steps.
Step 1: Display Expertise
Today’s well-informed consumers can easily compare prices, companies, and policy information online to find solutions to their insurance needs. However, they might not be experts on all of the details. Take this opportunity to build trust by demonstrating knowledge of your products and understanding of how they can be most beneficial to your clients.
Example – Home insurance agents often forget to tell their customers that some policies have two deductibles, one for regular damage and one for wind damage. Schedule a face-to-face meeting to clarify such details and answer any questions your client may have.
Stay up to date on the products and services your carrier is offering. Many insurers regularly release new value-added services, digital tools, and non-insurance products. The more educated you are in how different coverages work, the more effectively you can select policies that match your clients’ needs.
Step 2: Communicate Proactively
Effective communication is essential for building a trusting agent/client relationship. Agents should focus on creating more high-quality interactions with clients by listening actively and breaking down important policy concepts. Creating more touch points or opportunities to contact the client can help strengthen your relationships. Touchpoints can include a billboard advertisement, TV commercial, agency website, newsletter, social media, chatbot, text message, email, or any other form of communication.
Example – Send an anniversary e-card to clients to show your appreciation for their years of business. Make sure your touchpoints are both consistent and significant. Regardless of the type of touchpoint you choose, it should offer value to the client.
Touchpoints that focus on engaging conversations with clients are most effective at building loyalty. Phone, email, online portal, chat, and other similar methods of communication can be especially powerful. Figure out your audience’s preferred communication channels and respond with the appropriate solutions.
Step 3: Keep Your Promises
To build client trust, you have to stay true to your promises. Focus on the best interests of the clients to develop your integrity. Meanwhile, soliciting customer feedback can help you find out if you’re meeting their goals and expectations.
Example – Geico’s slogan, “15 minutes or less could save you 15% or more on car insurance,” sets clear customer expectations. Choose a promise that utilizes your current strengths, highlights your differentiating factors, and can be supported by your entire agency.
Regularly delivering on your promises will foster positive recognition from clients and boost loyalty. However, failing to keep your commitments can instantly ruin your agency’s reputation.
Step 4: Show Your Credentials
Testimonials are an excellent way to display your abilities and gain trust with new prospects. Online reviews and client input can strengthen your credentials and get people talking about your agency. Whether the feedback is in the form of a Yelp review, Facebook comment, or your agency website, reviews can dramatically impact consumer behavior.
Example – After face-to-face meetings with clients, give them a few testimonials, printed on high-quality paper, to take home. Organize your testimonials by business segment to target specific client interests.
Don’t forget to claim your agency listing on relevant feedback channels, local business search apps, and online review websites. Respond to comments, whether they’re positive or negative, to strengthen your reputation, drive engagement, and build customer trust.
Building trust and client loyalty are essential for any agency that wants to stay competitive in the insurance market. Clients are likely to return and recommend your agency to others when they feel that you genuinely care about their best interests. It cultivates loyalty and longevity when there are alternative options. Inspire trust in potential and existing clients by demonstrating expertise, communicating proactively, staying true to your word, and highlighting testimonials.
Agentero powers independent agencies like yours with technology to digitally serve their clients and optimize their cross-selling efforts. Explore how we can help you to:
- Deepen relationships with clients
- Generate more revenue per client
- Automate clients’ servicing