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Understanding and Using Customer Feedback

When it comes to understanding a customers needs, there is no silver bullet or template that you can use for a one-size fits all approach. Some clients might appreciate your reaching out after they have left, while others may never want to speak with you, even if their leaving or no longer doing business with your company was out of your control.

Effective and concise communication is the quintessential foundation to build a business with good reviews and great customer service. Even if everything else in your business might not be up to par, sharing important information and ensuring that your clients and even prospect are fully informed, can help to cover some of the small challenges your business might face against competitors. Customers feel as if your trying harder than the other guy when they are informed and feel "in-the-loop" when they know what is going on and how it can our may impact them, either positively or negatively.

Using Customer Feedback to Your Advantage

When your communicating and sending messages to clients, there is a time at which you can gain the most valuable feedback. It can be at their point of greatest triumph, when they are seething with anger, or anywhere in between. Customer surveys and inquiries for feedback can help you determine various helpful issues that you may not be aware of like:

  • Flaws in your sales or communication process
  • Mistakes in your marketing or sales material
  • What you are doing right and why it's working
  • What you may be doing wrong and why it's a pain point for customers

How to Get and Monitor Client Feedback

With so many ways to contact and communicate with clients there is certainly no excuse for the silent treatment. Use the many tools at your disposal to encourage customer feedback to help you make sense of how your business is perceived in the public eye and how effectively you communicate with your insurance leads and customers.

Try these simple ways to gain insightful information to help optimize your sales and marketing flow:

  1. Administer a survey to all of your customers to gauge their satisfaction with any interaction you have with them
  2. Monitor the website behavior of your customers using tools like Google Analytics
  3. Setup alerts in all of your social media accounts to capture and monitor engagement, comments, and questions sourced from these channels.
  4. Ask the customer, point blank on the phone or even in email. "Are you satisfied with how I helped you solve your problem?" or "How can I better assist you?". Many agencies find that understanding your customers is simply about taking the time to ask them what they need.
  5. Empower your employees to act. create a culture where client-facing agents feel as if they can talk to their clients about what they are doing, right, wrong or otherwise.
  6. Always track the results of all customer feedback you receive, and discuss it with all the members of your organization.

Understanding your customers is all about making the most of customer feedback. Is your agency gathering any? If you're not, now is your greatest opportunity for improvement.

If on the other hand you are collecting this valuable information, be sure to discuss it with your organization so others can fill in any gaps you may have missed that could really create a better feedback loop and customer service aspect of your business.

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