At Client Focus, we believe in cultivating meaningful relationships over traditional hard and fast sales, because we know that customer relationship marketing works. Whether you are a veteran insurance agent or just beginning to dip your toes into this business, here’s what you need to know:
Customer Relationship Marketing The Right Way
What is Customer Relationship Marketing?
Customer relationship marketing (CRM) is a marketing technique based on client relationships and customer loyalty. Using customer data and feedback, your agency can utilize this marketing strategy to develop long-term relationships with your clients, allowing you to ultimately provide the most service and increase your sales.
Agencies that prioritize customer relationships strive to create strong customer connections because they know that a personal touch is crucial to increasing the number of multi-line clients, getting the all-important referral and increasing the overall health of their insurance agency.
What Are Some Customer Relationship Marketing Strategies?
CRM builds upon your clients’ experiences and centers around an effort to improve their interactions with your agency. This can mean many things: excellent customer service, getting to know individual clients on a personal level, offering loyalty benefits, keeping an up to date website or blog presence, and more.
Since the goal of CRM is to build trust between agents and clients, one of the best strategies is to focus on emotion--how are your clients feeling and what can you do to improve upon that emotion? Some other strategies for CRM may include:
- Asking for (and responding to) customer feedback
- Offering free initial consultations or quotes
- Complimentary concierge check-ins for loyal clients
- Frequent communication between agents and clients
What are the Benefits of Customer Relationship Marketing?
When agencies use CRM, they are capitalizing on the massive amounts of data that agents are collecting about their customers and creating value both for the business and the client. With CRM, your agency ultimately saves time and money by focusing on customers who are primed to make an insurance decision--rather than chasing down clients who are not yet ready to make a purchase.
Another huge advantage of CRM as a marketing strategy is that it increases your clients’ satisfaction with your agency. Clients who have strong relationships with their insurance agents will provide you with information you need to be of service to them and are more likely to recommend your agency to their friends and family.
We believe that the client should always come first, and the key lies in making sure that you have laid the foundation for a strong relationship with every person in your book. Trust us--the results will speak for themselves.