Cultivate the Customer Exp What do customers want from their independent insurance agents? The Agents Council for Technology (ACT) has developed strategies to help you tap into technology, and motivate your team to provide the service today’s insurance consumers want. By creating a process with touchpoints throughout the insurance policy lifecycle, your team will build relationships and your clients will become champions for your agency and help you grow your business.
Community service affiliations, Trusted Choice logo and pledge, volunteer positions
Six Steps of the Customer Experience Lifecycle
Reviews: testimonials from current clients
To view additional details, resources, checklists and links on the following six steps, go to www.independentagent. com/ACTCX.
Discover
Be where your clients and prospects search for insurance. When considering an important purchase, where do consumers research? Online and possibly from a mobile device. That’s why it’s important for your agency to have a mobile-friendly website with lots of great content that emphasizes your experience in the marketplace. Add social media, a robust Trusted Choice profile, an understanding of SEO and your agency will make the right impression with the right customer.
How Do Consumers Find You? Four Steps to Create Awareness
1. Create a Robust, Mobile-Friendly Website Today’s consumer wants a website that’s mobile-friendly and easy to navigate. And in today’s 24-7 world, your website should make it easy for prospects to submit an inquiry. If a website does not provide the needed functionality from any device, 66% of viewers will not continue. Here are some resources to help your website make a great first impression. 2. Develop a Content Strategy Content is king, but it doesn’t have to be overwhelming. By creating a content strategy, including a blog, you’ll show new consumers your understanding of the marketplace and give policyholders a reason to come back to your website. Share the work with staff or look to resources like Trusted Choice for content to post. Here are some tips to help your website reflect your agency’s culture. “Who” is your agency? About Us: tell your agency’s story, agency locations and hours of operation Staff Listing: photos, direct email and phone numbers, areas of expertise (should a shopper be looking for a certain line of insurance) 20
insight
Keep the content coming... Content/Blog: Frequently Asked Questions, general insurance information, niche market highlights, staff contributed content, guest bloggers or authors, Trusted Choice can help
3. Improve Search Engine Optimization (SEO) Search Engine Optimization (or ‘SEO’), is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. The goal is to Increase virtual foot-traffic to your website by prospects looking for local agents or specialization based on the line of business needs. Utilize keywords on your website, create local profiles and complete “Find an Agent” profiles with your carriers and Trusted Choice. Whenever possible use photos of agents and include specialization. 4. Build a Social Media Presence A business social presence is another open door to your agency and is a vital communication vehicle when disaster strikes. Determine what social media works for your agency and build a presence your clients want to follow. Consider Facebook, Twitter, LinkedIn, Instagram, YouTube, Snapchat, and Pinterest. Getting Started • Create a complete profile • Follow and engage your business clients and community leaders • Share new or relevant content from your website • Share posts of your staff and community engagements • Look to Trusted Choice for relevant and customizable content • Host a video series • Promote posts and advertise on social if affordable
Evaluate
Create a digital presence reflective of your services and brand. Once a consumer narrows their search how can you leverage your web content to make the decision-making process easy? Your website is your agency, and the same internal knowledge and expertise a client would get in the office should also be available online. Here are some strategies to help you build content clients want and help them choose your agency.
may 2020
