August 9, 2024
Beth Feagan—Owner and Broker, MacEwan & Feagan Insurance Brokers
David Elliott—President, Sutherland Elliott Insurance Brokers & Gaiser Elliott Insurance Brokers
As a client-facing industry, customer service plays a big role in the daily work of insurance brokers. It’s a big part of the broker value proposition. Two expert brokers shared their perspectives on this broad topic and how their thinking about customer service informs the work they do at their brokerages.
Why is customer service so crucial for brokerages?
BF: Great customer service speaks to the professionalism of the broker’s office. Today it’s more difficult to receive great customer service in other industries, so it can stand out in clients’ minds when it happens at a brokerage. Customer service often differentiates the broker channel from direct writers. Providing great service is one way to keep clients loyal and ensure the continuation of the broker channel.
DE: Customers like to be heard and hear a familiar voice when they call with questions. Providing excellent customer service is one of the most effective ways to retain clients. Insurance is often seen as a long-term relationship, and clients are more likely to stay with a provider that offers personalized, responsive service. Prompt responses, clear communication and helpful guidance can significantly influence how clients perceive their broker. Satisfied clients are more likely to renew policies, purchase additional products and recommend their brokerage. Positive experiences contribute to overall satisfaction, which is critical for the reputation and success of any brokerage.
What sets great customer service apart from the norm?
BF: You’ll always provide great customer service if you put yourself in your customer’s place and ask, what would great customer service look like in this situation? Whether it’s in a new business quote, servicing an existing account or during a claim, providing an experience that you consider great will set you apart from average customer service.
DE: Great customer service goes beyond generic interactions. It involves understanding the unique needs and preferences of each customer and tailoring solutions accordingly. This personal touch makes customers feel valued and enhances their overall experience. Great customer service anticipates customer needs and takes proactive steps to address them before they become problems. This may involve providing relevant information, offering proactive support or advice, or following up to ensure customer satisfaction, especially in claim situations.
How does your brokerage customize its approach to meet the diverse needs and preferences of your clientele?
BF: We communicate in the method our clients prefer, whether that’s electronic, paper or in person. We offer many different payment methods through our companies. Our customer service is personalized to each customer’s needs—we’ve found that age, geography and personality mean every customer requires different types of service.
DE: Our brokerage often segments our client base by factors including demographics, insurance needs and communication preferences. This allows us to tailor our approach more effectively to the specific needs of each segment. Our brokerage can track interactions and preferences to personalize communication. This might include addressing clients by name, remembering previous inquiries or preferences, and offering relevant product recommendations. We offer multiple communication channels to accommodate different client preferences.
What initiatives do you implement for your team’s ongoing education and customer service training? How do these contribute to high standards?
BF: Our brokers are aware of the emphasis we have on customer service. They’ve taken many customer service courses, and we regularly discuss ways we can improve and adapt how we help our customers. We find this is a constantly evolving process as the industry continues to change. We recently had a broker suggest how we could improve the customer experience with our new business quotes—we’ve implemented the suggestion.
DE: We ensure our brokers stay up to date on industry trends, changes in regulations and product knowledge through seminars, webinars and internal training. This helps our brokers provide accurate and timely information to clients. We support our brokers in obtaining relevant certifications—insurance licenses, customer service certifications, professional development courses. This not only enhances their skills but boosts their confidence in assisting clients effectively. We encourage knowledge sharing among team members through internal emails, team meetings and phone conversations.
How does your brokerage leverage customer feedback and data to refine and improve the overall experience?
BF: We’re located in a small town, so our feedback is referrals. When we complete a new business quote, we ask why they contacted our office. In the majority of cases, it’s a referral from a happy customer. Without great customer service, you won’t get the referral.
DE: We actively solicit feedback from our clients through direct communication. This allows us to gather insights directly from our clientele. Based on the feedback received, we develop and implement targeted improvement initiatives. These may include process refinements, additional training for our brokers or adjustments to our communication practices.
If you had to sum up the essence of customer service in one word, what would it be and why?
BF: Empathy. You have to view the service you’re providing through a client’s eyes, and respond in an efficient and compassionate way.
DE: Positive. Ensuring positive interactions with our insureds and making sure we exceed expectations is essential. Customer service is fundamentally about building and nurturing relationships with our clientele, which prioritizes long-term satisfaction over short-term transactions—aiming to create meaningful connections that go beyond mere interactions.