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. Insight on Best Practices of Qaulity Customer Service.
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Transcript of . Insight on Best Practices of Qaulity Customer Service.
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Welcome to your Insurance Community University
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Audio
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Participation & Chat Window You will receive information from the monitor via
the ‘Chat’ window. Please locate window in the control panel
Q & A is welcomed during the presentation and at the end of the presentation
You will find the question box on your control panel Write your question in that box
and send it to the presenter/organizer
The presenter will take those questions in the order submitted
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DOI Requirements When you see a slide with the hand up symbol,
touch the “hand” icon on your control panel Click ONCE only
If you do not raise your hand, the monitor will be in contact with you in the chat box
If you are in a group, the designated proctor is responsible to make certain you are all in attendance at all times
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= Hand is down
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Polling
Throughout the class we will be conducting periodic polls
We need 100% participation on the polls The polls are intended to check
participation but also to create discussion topics throughout the presentation
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Forms To Complete for CE
After class ends Return attendance form Proctors – return your form to email
address Email address is in chat window or in
email sent to you today
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DOI Requirements
We will file your hours with the DOI after the completion of this webinar and we have received the attendance form.
You have 48 hours to return the form You will be sent a Certificate of
Attendance/Completion by email. Please retain this for your records for five years.
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Internet Disruption
If the presenter looses internet connection STAY ON THE LINE
The administrators will communicate with you
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Internet Failure
If the internet fails and all participants are kicked off line by Go To Training or other source then the seminar will be terminated
You will receive instructions by email as to how we will proceed
This is a precautionary notice, only
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This class is being recorded
Available in the University This course is approved for CE in CA Only
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DisclaimerInsurance forms and endorsements vary based on insurance company; changes in edition dates; regulations; court decisions;
and state jurisdiction. This instructional materials provided by Insight is intended as a general guideline and any interpretations provided by the instructor or the creator(s) of this material do not
modify or revise insurance policy language. In providing these materials, the authors assume neither liability nor responsibility
to any person or business with respect to any loss that is alleged to be caused directly or indirectly as a result of the instructional
materials provided.
Copyright 2010 – 2013 All Rights Reserved
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Your Instructor Today
Casey Roberts, CIC, AFIS, ACSRPresident, Laurus Insurance Consulting
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Polling Question #1
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When was the last time you got “superior” customer service?
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When you think of superior service, what company comes to mind?
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“Welcome to Nordstrom”
Seattle, Washington based clothing retailer Nordstrom has a distinct aversion to voluminous employee policies. Here, almost in its entirety is Nordstrom’s employee handbook:
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“Welcome to Nordstrom Handbook”
We’re glad to have you with our Company. Our number-one goal is to provide
outstanding customer service. Set both your personal and professional
goals high. We have great confidence in your ability to
achieve them.
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When you think of superior service, what company comes to mind?
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Southwest Airlines
Many companies find it useful to attempt to gauge the creativity of employees before they are hired. Before they may be considered for hire applicants to Southwest Airlines in Dallas must provide a satisfactory answer to the question….
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Southwest Airlines
“Tell me how you recently used your sense of humor in a work environment”?
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When was the last time you received “memorably” bad
customer service?
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Polling Question #2
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What did you do when you last good terrible service?
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Bad Service
What did you do about it?Did you tell them about your experience?Did you “blog” or comment on their
website?Did you tell your friends?Would you give them a second chance?
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Topics To Be Discussed
The customer and today’s economyThinking like the “customer”Goals of providing the highest Quality
Customer ServiceCreating a Quality OrganizationTips and Tricks in providing quality service
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The Customer and Today’s Economy
Customers have always been cost conscientious but now many are becoming more “desperate” and looking for different solutions.
“Money”—cost of insurance has become more of a driver then before
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Why do Customers Leave
http://www.jakehird.com/why-do-customers-leave-a-company/#!/wp-content/uploads/2011/03/lost-customers1.png
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Polling Question #3
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When you lose a customer; what is the primary reason for leaving your
agency?
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Not Meeting Expectations
And you don’t even know why Bad Service Loses Business
4% of your customers will complain if they received bad service and will complain directly to you but will tell 20 people about bad service.
96% just take a walk--you don’t have a clue what you did wrong.
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The Customer has never been more important then they are today
Focus MUST be on customer retention Our current customer is our best “new” sale
by upselling, cross selling We have to treat our “old” customer like they
were our “new” customer Focusing on the lifetime value of a customer It is the overall income from the customer
base that allows us to survive
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The Customer has never been more important then they are today Service—exceptional service—has become a major
differentiator in keeping our customer. Focusing on Improving the customer experience Making interactions as effortless as possible
People don’t have time to waste People don’t have the patience and are more
easily frustrated Reducing customer frustration increases
customer loyalty
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Thinking like the “Customer”
We call them “insureds” and that is the BIG mistake
They are customers!
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Thinking like the “Customer”Various ways we interact with our customers
Every method has to be “satisfying” to our customer In Person Telephone Voice Mail Mail Email Website NOTE: What about the “person” who first
answers the phone—the first impression
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Ask Yourself some basic questions“The Nordstrom Way to Customer Service
Excellence”
1. Am I offering a better product or service than my competitors?
2. Am I selling a less expensive product or service than my competitors?
3. Am I offering customer service that is better then my competitors?
4. Am I offering value added services that are not offered by my competitors?
http://www.slideshare.net/parature/the-nordstrom-way-to-customer-service-excellence
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Ask Yourself some basic questions
“The Nordstrom Way to Customer Service Excellence”
http://www.slideshare.net/parature/the-nordstrom-way-to-customer-service-excellence
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Customer Service
If you don’t provide quality customer service
Someone Else Will!!
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Polling Question #4
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How would you rate your agency’s level of service. (don’t be shy—tell
the truth!)
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Basic Customer Service Basic--Expected features / services
Not a HIGH level of Satisfaction if met BUT Very High level of Dissatisfaction if not met
Most business fail at this level Examples
No one answering phone No one speaks English Constantly leaving messages, emails not
answered Not getting the order straight (Taco Bell)
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Basic Customer Service
The sad truth is that EVEN basic quality customer service stands out today because it is so rare. There is actually someone in the store
to wait on you You are actually talking to a person and
NOT a message machine
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Satisfactory Customer ServiceYou actually satisfied your clientYou did what they told you to do like sending
out the Certificate on time and correctly.You did not go beyond what was satisfying
but did not disappoint them eitherDo it right the first time—it makes a big
differenceDon’t make promises you can’t keep
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Satisfactory Customer Service
Do what you say you’re going to do
Do it when you say you’re going to do it
Do it right the first time
Get it done on time
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Exceptional Customer Service
Meet all first two levels Features not requested – unknown Sell the “relationship” not the product
(insurance)
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Exceptional Customer Service Provide your customers with choices and
ideas they may never have thought of as solutions
Use the tricks of the trade such as Remembering their names and calling them by
their name Remembering their stories and ask them how
things are going Act like you want to spend time with them to the
extent they want that interaction
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Exceptional Customer Service
They are calling you for a reason and often times it is a problem Problems are Disguised Opportunities. Use problems as opportunities to show
how great you really are. Every customer contact is a chance to
demonstrate knowledge and care
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Exceptional Customer Service
Customer service MUST be consistent It only takes one bad experience—one “bad”
employee to erase all the good experiences that you have worked so hard to create. And YOU know who that person is!!!
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Polling Question #5
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Have you ever had someone work with you that ended up losing an account because of
his/her behavior?
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Satisfying Customers
Commit energy and resources to that end All staff members commit and participate Hire, train and motivate Use technology to benefit customers
Standards are set very high Constant customer feedback
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Goals
1. To build a new customer base while retaining those customers that already exist.
2. The average businesses spends six times more time and money in attracting new customers than it does to keep the old ones.
3. When was the last time you “rang the bell” because your renewed an account—isn’t that just as important
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Goals
4. To service all of our customers better and smarter. (Personal and Commercial)
5. To know what customers really need and expect from us.
6. To be prepared to recognize and meet the changing needs of those customers.
7. We need to make the client to WANT TO DO BUSINESS WITH US.
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Goals “Romancing your Client”Nordstrom
1. Create an inviting place—in person, online and on the phone (every once in a while they do show up)
2. Provide your customers with choices---of products, services, and service channels
3. Sell the relationship: Service your customers through your products and expertise
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Goals Energize your employeesNordstrom4. Hire nice, motivated people (Hire the smile
—train the skill)
5. Empower employees to take ownership
6. Sustain the people on the frontlines through a culture of support and incentive
7. Celebrate Company heroes through recognition and praise
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One For All--Teamwork (Acronym)Nancy Singer, CEO of American Bank Corporation
Together Everyone Achieves More With Recognition and Knowledge
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Leadership
Management must set the toneCustomer service must be a priorityDetermine objectivesDevelop performance benchmarksCreate incentivesEstablish management unit◦Train◦Monitor work habits◦Exam work flow and procedures
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Motivate Employees
Establish leadership that models excellence in service
Promote top-down rewards and two-way communication
Clearly define quality customer service goals
Have procedures to meet those goals
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Motivate Employees Select only quality employees and
train them to fulfill their potential Bring them into the “psychology of
success” in your firm Recognize exemplary work Encourage employees to make
suggestions Evaluate all of them.
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Hiring Customer-Focused Employees
Define the job requirements & technical competencies needed
Favor potential over agency experience Go beyond surface impressions
Use behavioral Interviewing
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Desirable Customer Focused Traits Conscientious Secure Agreeable Problem Solvers Outgoing Flexible
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Customer-Focused EmployeesWill see every customer contact as
importantWill use every contact as an information
gathering opportunityWill look for ways to “partner” with the
customerWill strive to achieve service standardsWill offer creative ideas to improve
service
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Refocusing Your Employees
Test and reassign Provide training Set standards Nurture “customer-focused”
behavior
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Polling Question #6
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Do you feel that you are appreciated on your job?
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Tips for Providing Recognition Confer appreciation publicly Give praise effectively Don’t forget how much “little” rewards can
mean
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Customer Feedback
Implement well-designed customer response databases
Regularly obtain client and employee feedback on products and services
Train employees to effectively handle input from clients
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Customer Feedback
Continually measure quality and customer satisfaction
Use quarterly employee focus groups, annual client surveys and follow-up questionnaires to clients after a claim.
Focus on clients’ désires, expectations, product satisfaction and service satisfaction
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Customer Feedback
Choose 10 customer annually Ask for candid feedback Set up specific questions
Survey former clients Look for trends Maintain a lost client file and reconnect
periodically
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Customer Feedback
Make it easy for clients to contact you. Emphasize use of manager’s e-mail
addresses in all client communication so customers can “fire off missives in the heat of the moment” to address service, personnel, products or billing
Monitor who is looking at your web site and determine which pages they use most, why and how to better serve visitors
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Measure
Customer satisfaction Quarterly staff focus groups Annually customers
Personal contact Surveys
Customer expectations Performance Satisfaction
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Invest in Infrastructure
Technology used to enhance (not avoid) User friendly Create immediate response
Technical support must be readily available
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Professionalism
Understand company products and match with customer needs
Establish specific training program◦Soft skills◦Technical skills
Proposals for new business should clearly explain coverage
Publish a booklet that thoroughly explains coverage available
Update website with product information
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Some Tips and Tricks
To help you provide Exceptional Customer Service
Ask your client’s how you are doing?
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“The only way to know how customers see your business is to look at it through their eyes”How to Win Customers and Keep Them
A young boy entered a drugstore phone booth and the druggist overheard the following conversations:“Hello, is this the Smith residence?...I would like to apply for the opening you have for a gardener…What’s that, you already have a gardener?...Is he a good gardener?...Are you perfectly satisfied with all of his work?...Do you plan on keeping him?.. I see, well thanks anyway.
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“The only way to know how customers see your business is to look at it through their eyes”How to Win Customers and Keep Them
As he left the booth the druggist remarked, “Johnny, I couldn’t help overhearing your conversation I know it’s none of my business, but aren’t you the Smith’s gardener?”
To which Johnny replied, “That’s right. I just called to find out how I’m doing.”
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Telephone Tips
Answer Phone! (Smile—Mirror) Be Active Listener Don’t Jump to Conclusions Never Say You are with Another Customer Ask - Can I Do More? Post Telephone Manner Checklist
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Making Customers Feel Welcome
“If I pick up the phone, I accept the responsibility to ensure the caller is satisfied no matter what the issues.”
Michael Ramyundo, President
MCR Marketing
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An Easy Test to check how you are doing Call from an outside phone and ask for something you
know won’t be easy to supply. Check for # of times you are put on hold # of times you are transferred # of people who say, “I’m not sure we can do that # of people who explain why their day is going badly # of people who say, “No you can’t have that”
From: Managing Knock Your Socks Off Service by Chip Bell and Ron Zempke
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An Easy Test to check how you are doing # times you have to ask to speak to
someone in charge # times you have to repeat yourself
You might be very surprised looking in from the outside !
From: Managing Knock Your Socks Off Service by Chip Bell and Ron Zempke
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Voice Mail Tips - Receiving Calls Don’t hide behind it Inform callers why you are unable to take
calls State when you will pick up messages &
return calls Tell callers how to reach a live person & to
bypass greeting
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Voice Mail Tips - Receiving Calls Encourage callers to leave detailed
messages Change greeting often to reflect your
schedule Check frequently for messages & act on
each in timely manner
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Written Correspondence Tips Use easily understood language Be clear & keep it simple Be prompt Be accurate Tell customer the reasons for actions / put
things in context Give the customer information Use customer friendly format
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Sending Email
Be brief – one screen Tell the story in the subject line Make sure to attach attachments! Avoid all caps Follow rules for written correspondence Retain same boundaries as in face-to-face
communications
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Receiving Email
Respond in timely manner Touch it once Follow the FIFO rule (First In First Out) Use auto responder if out of office & not
able to check messages
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Questionnaires Follow Important Rules
Keep them short Make them simple Make them easy to use Make them relevant Make them “fun” Provide incentives
Measure agency performance against what is important to customer
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Sample Language for a Questionnaire To Determine Customer Satisfaction
Thanks for the opportunity of serving you. It’s very important to us that we are providing you with the best service possible which means
You’re the only one who can tell us whether we have been successful or not. We value your comments and want to hear about the things we do right and the things we need to improve. Please take just a few minutes to answer a few important questions.
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Sample Language for a Questionnaire To Determine Customer Satisfaction
Using a scale of 1-4 (1-Excellent, 2-Good, 3-Average, 4-Poor)
How would you rate our service on an overall basis?
Was your most recent contact with our office satisfactory?
How would you rate our timeliness in delivering your services?
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Sample Language for a Questionnaire To Determine Customer Satisfaction
Did we provide pleasant and professional responses to your inquiries and needs?
Are there any areas for improvement? Please explain any problem which
remains unresolved. Would you tell someone else to use our
services?
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Sample Language for a Questionnaire To Determine Customer Satisfaction
If any member of our staff has been especially helpful, please let us know who they are and how they were helpful so that we may acknowledge their efforts.
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Customer Complaints
Train Employees to deal with hostile or upset customers
Listen actively Allow venting without interrupting Acknowledge their feelings Offer and/or ask for possible course of
action
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Customer Complaints
Tell what you intend to do Involve management, if necessary Give time frame Offer a point of contact Follow through on all promises Follow up with a status report
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Customer Complaints
If you made a mistake that caused the problem, say so!
If a complaint is unjustified, avoid arguing or assigning blame.
When handling customer problems, be consistent in your actions.
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Reference Materials
Habits of Highly Effective Leaders (tapes) Stephen Covey
Delivering Knock Your Socks Off Service Kristen Anderson
Managing Your Mouth Robert Genua
The CSR’s Desk Reference Standard Publishing
How To Say It Rosalie Maggio
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Upcoming CE Classes
1/14 Commercial Property - 5 Key Issues
1/16 Homeowners – 5 Key Issues
1/22 Understanding Entities and Insurance (1 hour)
1/23 Commercial General Liability – 5 Key Issues
The 2014 Calendar is NOW published on the Community Website.Visit the Community TODAY at:
www.insurancecommunitycenter.com