6 Ways to Build a Happy & Loyal Customer Base for Your Insurance Agency
Updated: Mar 30
With the rise of the internet and the digital age, insurance customers are able to switch insurance agents in a matter of minutes.
Finding ways to keep your customers happy is now more important than ever.
Here are 6 tips that will help you build a happy and loyal customer base:
1. Do Your Job Proactively
The reason any profession exists is because people need someone to perform a job they can not or will not do for themselves.
Your customers pay money for you to take care of their insurance needs.
They will be happy to know that their money is well spent when you are continually looking over their policies.
Review each client’s file annually to be sure that there are no gaps or overlaps in their coverage.
Your job is to help your clients avoid or remove risk in various aspects of their lives, so make sure you are proactively doing that.
Customer insurance reviews are a great way to gather new information and improve policies, but make sure you are familiar with your clients’ policies before each meeting and be prepared to make recommendations.
2. Give Them Gifts
People love free stuff.
Even simple things are greatly appreciated (think of all the effort people sometimes go to just for a free t-shirt).
There are many opportunities to give gifts to your clients. Here are a few ideas:
Give goody bags to customers who come in for an appointment
Take a client out to lunch
Send 1 year, 5 year, 10 years of service anniversary gifts
Send holiday/birthday cards or make a phone call to wish a happy birthday
Have reward incentives for your referral program
Make your clients feel special and excited to know you. $5 bucks a year for a coffee mug with your insurance agency logo on it is a small price to pay for the continued business of a client.
3. Don't Be a Salesperson
Nobody likes to be sold to.
It's true that your job is to provide sufficient coverage for your clients and sometimes you must sell a new policy to make sure that happens, but make sure your client understands that you are looking out for their best interest.
Never push a sale that is unnecessary or unnatural.
It is much better to educate your clients about their circumstances and policies that might be beneficial.
Then let them make the decision.
Establish yourself as a trusted advisor by making professional recommendations throughout the lifetime of your relationship with your client.
This will make future sales natural and comfortable and your clients won’t think of you as just an insurance salesperson.
4. Get to Know Them
There is no substitute for personal human connection.
The first few times you meet with your clients, it may be unfamiliar or uncomfortable, but once you establish a personal relationship, your clients will be happy to stay with you.
Know their kids, their job, their hobbies.
You don’t have to call them up to talk about the latest episode of The Bachelor, but you should be familiar enough to have a pleasant conversation.
More importantly, know your customers’ policies.
Understand their long-term goals like buying a house or paying off student loans.
I recently spoke with a guy who said he stays with his current insurance agent because of the history they have.
He’s used him for years, and sure he pays a few extra dollars each month than he might with a different carrier, but it's worth it to him to not dissolve a lasting relationship.
5. Look for Discounts
Discounts are exciting, especially in a market in which price is becoming increasingly important.
Find discounts for clients where possible.
Sometimes they won’t be eligible for any, but when you help save a few dollars here and there, it makes a difference.
Encourage customers to bundle.
6. Support Their Businesses
Many of your clients may find employment in areas that you occasionally need service.
When you need a plumber, call up your client who is a plumber.
When you need to buy a car, talk to your car salesman client.
This will show your clients that you think about them and will help you get to know them.
It will create a culture of “I’ll scratch your back and you scratch mine” as you help each other out.
All these tips will help improve your customer retention rates.
Customer retention is the single most important factor in determining long-term agency growth.
What other things do you do that make your customers happy? Share your experiences in the comments below!