The key to your success lies with satisfied customers who love your products and services. Because of this, customer management must be a priority for all organizations. When you are in a sales or customer-focused company, you know that without the customers, your company is nothing. In fact, some companies say that working with their customer experience is the most exciting opportunity they see in their future, and exclude content marketing, data-driven marketing and social media.
If you are an insurance agent and do not see yourself as a customer manager, it may be time to reconsider. Nurture your existing customers and maintain one healthy retention is a critical part of your future growth. In this article, we will tell you all about customer management and how you can use it to grow your business.
Client management defined
Customer management is a practice for coordinated interactions with active customers and potential customers. Often a customer only has a brief interaction with a company when he makes a purchase. This makes it difficult to develop a deeper / stronger relationship. With customer management, the goal is to build and maintain good customer relationships over a period of time.
By building / maintaining good relationships with customers through customer management, you can retain more customers and in turn generate more revenue. A McKinsey report says satisfied customers are 80% more likely to renew their insurance with their current insurance agent. Focusing on customer management and giving personal attention is important for your results. We will explore it more in the next section.
Why customer management is important
If you are an insurance agent, sales can be positively affected by good customer management. Here are some ways in which it works:
Customer management helps your customers retain customers. If your customers are happy, when it̵7;s time for renewal, they are much more likely to stay with you and renew themselves. It takes a lot of hard work to get new customers, and it is much more valuable for you to retain your customers through good customer management.
It helps cross-selling and additional sales
When you focus on customer management, you make a point to nurture the relationships you have with your customer base. Your customers receive individual attention and tailored service, which helps build trust and loyalty. Because your customers already have an interest in the products and services you offer, they will trust that there is value in everything else you offer them. They will strongly consider products that you sell more or cross-sell to them.
It can earn you referrals
When your customers are happy, they will talk about you with others. A referral from a satisfied customer goes a long way. When your customers speak positively about your business and your services, they help you build trust with potential new customers. You also do not have to wait for your customers to recommend you to friends and colleagues. You can simply ask them to leave a review on a third-party website or rate your site.
Four tips for successful customer management
Now that you know what customer management is, now is the time to focus on how to become good at it. These four tips can help you manage client management.
Set clear expectations
Setting clear expectations is a good first step in improving customer management. It is important that your customers do not expect more than you can deliver. This helps to be very transparent with your customers, and, as the old saying goes, under-promise and over-deliver. Setting expectations is about having trust and strong communication between you and your customers.
When talking about services with your customers, just discuss what you know you can offer. If there are any “maybe” that you might be able to train, do not mention them in advance. Let your customers be surprised when you come through for them. Expectations also go both ways, so it can be good to ask your customers what they expect from you.
Keep communication lines open
As an insurance agent, your job is not done when an insurance policy is sold. When the sale is complete, it’s time to start your customer management. Start by asking your customers how they prefer to stay in touch, either via email, phone or mobile app. Once you know their preferences, it is important to keep checking in and help them through any challenges.
Do not wait for your customers to call you with a need or a complaint. Make it a habit to reach out every few weeks, especially during the first few weeks after the first sale to make sure everything goes well. Your customers will appreciate that you have taken the time to contact them and resolve any issues before they begin.
Approach your proactive communication with the mindset that the customer is happy with their products or services so far. If you doubt what you offer, customers will feel it in your voice. Instead of asking if there are any problems, ask if there is any way you can be of service.
Make and keep deadlines
You can stay on the same page as your customers by defining clear deliveries and setting deadlines for when you plan to deliver them. By being clear about what the client should receive and when, you reduce the probability that incorrect assumptions are made.
Try not to be too vague with what you are going to deliver, because your customer can then try to fill in the gaps on their own. Be as detailed as possible and try to remember to under- and overdeliver here as well. Be conservative with your timeline, this way you can impress the customer once again if you can deliver early.
What to avoid in your customer management
Just as there are tips to become more successful in customer management, there are also some common mistakes to avoid. Here are some.
Do not prioritize customers
For insurance agents, sales will always be a high priority part of the job. New business is an important part of an agency’s success. But if you do not spend enough time reaching out to customers and nurturing relationships, you leave time for a competitor to come in and do just that.
Not hearing customer needs
It is important to always listen to customers’ needs, and not just during a sales presentation. Your customers can see when you are simply trying to sell instead of having meaningful conversations that lead to lasting customer relationships.
Lack of organization
Non-organized insurance agents suffer more than just customer management. Using outdated organizational tactics can cost you money. Sales programs for insurance agents such as a CRM can prevent you from losing customers to disorganization. This software can keep you on track with your customer communication and can make a big difference in sales revenue. Agencies that use CRM report up to 29% increased revenue.
Uses CRM and automation for client management
Customer management can be time consuming, but it does not have to be. Technology can drastically improve the speed and efficiency of a client management program. CRM tools can include valuable automation features that streamline your client management workflow and optimize the results you get.
Here are some areas where automation can improve your customer management
You can use automation tools in a CRM to send personal communications to customers, such as greetings for holidays or birthdays. You can also set the automation tool to send follow-up communications at predetermined intervals after purchase or request. Regardless of the reason for the communication, it is easy to program your CRM to automatically send out messages, so that nothing slips between the chairs.
You can use chatbots through a CRM tool to respond to simple queries on your site. They can be programmed to check order status or troubleshoot problems. If live service is required, bots collect key information from the customer, making the process more efficient for both the agent and the client.
CRM tools can help hold data about potential customers as they enter your pipeline. You can collect and store a wealth of information about each prospectus, and your insurance agent sales team can use data to categorize the potential of each prospectus. CRM tools can also track when a potential customer interacts with your site or downloads marketing materials, making it easier to track good leads.
InsuredMine – The right CRM for expert customer management
If you’ve learned from our easy-to-use client management guide, you may be wondering if CRM software should be included in your plans. CRM can be a game changer in your insurance company’s sales efforts and customer management. InsuredMine has a robust range of automated features as well as a high degree of transparency in your agency, your team and your customers – it’s easy to see why InsuredMine has been ranked as the # 1 insurance CRM software on the market. Try InsuredMine for free today.