Despite all the advertising dollars a multitude of insurance companies invest to earn my business, I have been true to one. However, I did switch agencies recently—but not because of advertising. I switched because I became dissatisfied.
Unfortunately, the agent I worked with for the past 20 years sold his agency to someone who never earned my business. Although people in that agency may not have earned it, they were in a position to keep it. And didn’t.
They simply had to respond to my questions, communicate well, and show they cared about my concerns. They didn’t.
Call me irrational, but I transferred my insurance policies to a different agency.
Do not take one single customer for granted. Position your organization so your customers keep coming back because of the positive experiences you give them and not leave because of the bad ones.
Customers are the reason your organization exists. They contribute to your top line, your bottom line, and your position as a leader in your industry. Therefore, you must be relentless in looking after them.
Here are the ingredients for ensuring you provide positive customer experiences:
• Hire the right people.
• Train them well so they can solve problems before they’re problems.
• Empower them to use common sense in handling situations that arise.
• Ensure your employees are engaged using measurements.
• Regularly and formally measure your customers’ level of satisfaction.
• Fix reoccurring frustrations quickly and permanently.
• Continue to train and retrain your people.
You pay a big price when a customer has a poor experience with your products or services. How damaging can a negative experience be? Consider these statistics:
• 89 percent of consumers began purchasing from a competitor following a poor experience (RightNow Technologies).
• It takes 12 positive experiences to make up for one bad one (“Understanding Customers” by Ruby Newell-Legner).
• Consumers tell twice as many people about poor experiences than positive ones. (White House Office of Consumer Affairs).
Give your customers plenty of good reasons for coming back.