So, do you want more customers? Do you want to keep the ones you have? Then SMILE…even when you don't want to! Brighten someone's' day and you'll end up brightening up your own. What reward is there anyway in only smiling when you feel like it? Give a good handshake. Make them feel important and special…because they are important. Make them feel at home. Talk about what they like. Be friendly. Give the customer the experience they are looking for and want! I'm not saying you have to be a phony or unprofessionally "giddy" in front of people…but be genuine, friendly, considerate…and interested in them. People will "sniff that out" and will react positively towards you in return.
I know, some of you reading this are are saying , "We do all that stuff already. Besides, doesn't it just come naturally to most of us who are in the people business anyway?". Well, I'm not buying that one. Most people have to work at being friendly and creating positive customer experiences.
So, at every juncture of customer contact (I call those junctures Customer Perception Points, or CPPs) with your office, what are customers feeling? What's your strategy to enhance their buying or transaction experience? What CPPs have you identified as the most important; that have the greatest impact on customer retention and the buying process? What's your business habit…your E-Tactic (Emotion Tactic)?
When customers call in, are they greeted cheerfully? What is said? When they walk in, do you smile at them and tell them how glad you are to see them? Do you make them feel special, valued or important? Do you have a strategy so they don't feel ignored?
How about when a customer complains; do you have an "apology" strategy that makes them feel 'heard' and validated? When you are having a sales conversation, do you get the customer talking about what they are interested in and 'like'.
How do you treat customers when they first walk into your office/agency? Do you offer them a token of our appreciation in the form of a "give-away" item or a cup of coffee or water? Are they complimented on meeting with you? Do you offer them a nice chair to sit in?
Do you make things easy, smooth, and as effortless as possible when transacting business with them? When there's a claim, do you have a strategy to empathize and help them get the process started. Or do you just do what comes naturally…or what you THINK comes naturally to be but really doesn't!
How's the lighting in your office? Is it too dim or worse yet, does it create a depressing mood that puts the customer in a negative mindset? Is the office too noisy or full of distractions? Are there smells that are objectionable? These are questions that can't be ignored if you are to begin to truly differentiate yourself from the 'other guy'.
Think about it. Can you have constructive weekly team meetings with your associates that have on the agenda things such as 'CPPs and how we can enhance the customer experience' when it comes to claim time for auto; for homeowners; for health, or life insurance? That would be a great start to differentiating your agency from the competition. Begin by asking your team members, "What does the customer want come claim time?" Your answers will frame your strategy.
By the way…what's so wrong with giving the customer what they want? We're in business to do that…aren't we?
Copyright © 2010 - Tony Cefalu
I know, some of you reading this are are saying , "We do all that stuff already. Besides, doesn't it just come naturally to most of us who are in the people business anyway?". Well, I'm not buying that one. Most people have to work at being friendly and creating positive customer experiences.
So, at every juncture of customer contact (I call those junctures Customer Perception Points, or CPPs) with your office, what are customers feeling? What's your strategy to enhance their buying or transaction experience? What CPPs have you identified as the most important; that have the greatest impact on customer retention and the buying process? What's your business habit…your E-Tactic (Emotion Tactic)?
When customers call in, are they greeted cheerfully? What is said? When they walk in, do you smile at them and tell them how glad you are to see them? Do you make them feel special, valued or important? Do you have a strategy so they don't feel ignored?
How about when a customer complains; do you have an "apology" strategy that makes them feel 'heard' and validated? When you are having a sales conversation, do you get the customer talking about what they are interested in and 'like'.
How do you treat customers when they first walk into your office/agency? Do you offer them a token of our appreciation in the form of a "give-away" item or a cup of coffee or water? Are they complimented on meeting with you? Do you offer them a nice chair to sit in?
Do you make things easy, smooth, and as effortless as possible when transacting business with them? When there's a claim, do you have a strategy to empathize and help them get the process started. Or do you just do what comes naturally…or what you THINK comes naturally to be but really doesn't!
How's the lighting in your office? Is it too dim or worse yet, does it create a depressing mood that puts the customer in a negative mindset? Is the office too noisy or full of distractions? Are there smells that are objectionable? These are questions that can't be ignored if you are to begin to truly differentiate yourself from the 'other guy'.
Think about it. Can you have constructive weekly team meetings with your associates that have on the agenda things such as 'CPPs and how we can enhance the customer experience' when it comes to claim time for auto; for homeowners; for health, or life insurance? That would be a great start to differentiating your agency from the competition. Begin by asking your team members, "What does the customer want come claim time?" Your answers will frame your strategy.
By the way…what's so wrong with giving the customer what they want? We're in business to do that…aren't we?
Copyright © 2010 - Tony Cefalu
