Now more than ever, your clients want to hear from you

GUEST BLOG: Torey Maerz, CEO of Rocket Referrals

COVID has changed the way your clients behave and interact with others. It has also made client relationships matter more than ever before. Here’s what you need to know to ensure you are building and maintaining strong client relationships.

Consumer behavior has changed

Consumer behavior has shifted, and your clients are focused on “stocking up” and better preparing for the future (and we aren’t just talking about toilet paper). They have gone from feeling invincible to understanding that sometimes the unthinkable happens and they need to be prepared. This is an opportunity for you to provide advice, guidance, and reassurance to your clients.

In addition to what you communicate to your clients, it is important to consider how you communicate with them. COVID has caused a spike in online interaction.

• More emails have been sent than ever before, but engagement still remains high
• Video conferencing has replaced in-person meetings for business as well as many social interactions
• Text messaging is more popular than ever
• Visits to insurance agency websites are up
• Social media usage has gone through the roof

Finally, people are doubling down on their support of local companies. So make sure you are reinforcing the fact that your business is local and highlight your agency’s community involvement in your communications.

Client relationships matter more than ever

Strong client relationships are a competitive advantage. Strengthening your client relationships is done by showing your value over time, not just when clients have claims or hit their renewal period. The most common complaint from unhappy clients is infrequent or impersonal contact.  

A proven tool for measuring client loyalty over time is the net promoter score. By sending your clients a simple two-question survey twice a year, you can gauge which of your clients are likely to promote you and which are likely to leave. By taking action based on the feedback you collect from the net promoter survey, you can improve your relationships with your clients over time. This leads to increased revenue from retaining clients who are unsatisfied and referrals from your most loyal customers.

The net promoter score helps you measure client loyalty

Client communication best practices

As mentioned above, your clients want you to communicate with them on a regular basis. But not just any communication will do. Now, more than ever, people are looking for connection on a personal level. Here are some ways to make communications personal:

• Provide relevant information and content. Did you recently talk with a client about life insurance? Send them an article that provides tips and helpful information.

• Segment your clients into lists to ensure that the content actually applies to the recipient. Don’t send an email blast providing information about a homeowner’s quote to clients who already have a homeowner’s policy.
• Use different communication channels. In addition to email, consider sending handwritten cards, communicating via text message and calling your most loyal customers and those who express concerns.

COVID has shifted the communication landscape but, it has created opportunities for independent agents. By understanding what is important to your clients, focusing on building relationships and sending personalized communications across channels, you can ensure your clients stay longer, buy more, and send referrals your way.

Rocket Referrals was founded by Torey and his brother Carl Maerz in Des Moines, Iowa. They were looking for a better way to manage, improve and automate the whole referral process. Since then, Rocket Referrals has branched out to become an all-in-one service designed to build client loyalty.

Rocket Referrals is an Iowa-based technology company that offers an automated communication platform with a focus on improving client relationships, promoting word-of-mouth referrals, and increasing online visibility and reputation. Its cloud-based software leverages industry driven research to automate communication across e-mail, direct mail, social media, and third-party review sites.