High Touch In A High Tech World

Danger Will Robinson, Danger!

I've talked a lot about the importance of using new tools and techniques to keep in touch with clients, most of which being some form of technology.  But it's important to make sure that technology is not your ONLY form of contact with you clients. Clients are people, and people need real-life human interaction to feel loved and special (and you want your clients to feel loved and special)!

It's vital to the success of your agency to find the time and opportunity for increased and improved contact with your clients. If your clients don't receive at least 13 touches from you each year they most likely don't even remember who you are. But it's just as important to make sure those touches are personal, and not just a meaningless letter or video. Your clients want to know that you remember them before they make sure they remember you.

Here are a few ideas to personalize you client contact program and keep your clients happy to hear from you throughout the year:

1. Call your clients twice per year just to check in on them and make sure things are going okay. No cross-selling, no products, just the question of how things are going and the offer to help with anything they need.
2. P.I.R. The Professional Insurance Review is an obvious one, but is often skipped by agents who mistakenly think their clients don't need or want them. Even clients who start out griping about coming in for an annual review usually walk out with a smile on their face and a renewed appreciation for you and your office. If you have clients who refuse to do an annual review, you don't really have a client. At best they are a customer and at worse they are a price shopper with no appreciation for how you take care of their family.
3. Personal notes about clients in newsletters, emails and other communication to hi-lite achievements and client businesses go along way towards making a client feel appreciated. Pick a new client each month and write a short article about how wonderful they are. Include it every piece of communication you do throughout the month (your blog, newsletter, email blasts, mailings, etc.) and give multiple copies to your client so they can share the piece with their friends and family.
4. Personalize your birthday message. Instead of sending a generic birthday card, make a personal video or phone call for your client. A personal message from you on their birthday will do wonders for your relationship with your clients.
5. Thanks a Latte: Pick a client each week to deliver a latte to. The message is easy, "Hi, it's Robert - your favorite insurance agent - and I'm going to be driving past your (home or office) tomorrow on my way to an appointment. I really appreciate our relationship and the work we do for you and I wanted to drop off a latte to say thanks. What's your Starbucks drink of choice?"

These 5 ideas (and the hundreds more like them you can come up with on your own) will go along way towards making you THE insurance and financial advisor your clients think of, remember, and stick with even during challenging times. You can't control the rates you offer your clients but you CAN control the feeling they have about you and your agency. You CAN leave a lasting impression and make sure your clients feel loved and special.

Increase your retention and your referrals by implementing new personal touches to you agency. Do it today!

Robert Edgin