The Ontario Broker - June 2019 - 39

CSR
SOS:
GIVING CLIENT INTERACTIONS A PERSONAL TOUCH
BY JEFF TOTH, MARKETING & COMMUNICATIONS SPECIALIST, IBAO

I

n this article series, we look at an issue that a CSR
has been having and find an expert from outside
the insurance industry who can offer some
practical advice.

Anna has been in the insurance industry for a number of
years, but having recently started a new position at Expo
Insurance Brokers, she's been coming up against a new
challenge.
"I've only been at my current job for a couple of months. I
knew the clients pretty well at my last job, but it's going to
take me a long time to learn all the clients here. I don't want
to be too formal and end up sounding like a robot. It'd be
helpful to know a way I can add a personal touch to client
interactions while I'm still getting familiarized with them."
Shawna Quigley is an Executive Coach and Sales
Consultant who teaches sales courses in-person and
online. Turning sales interactions into personalized
experiences is a regular theme of the courses she teaches.
"A big part of building a personal connection and
rapport is to start learning about your clients. Who are
they? What are they doing? What are their interests? It'll
help build commonality and establish how to provide
better service and create value within your engagements.
"If a client's calling for a claim or renewal, that'll affect how
you go about it. If there's a claim, there's probably a lot of
emotion involved, so demonstrating care and empathy
and letting them know you'll try to turn it around for them
quickly are important.
"If it's renewal they're calling about, you can be a bit
more casual. Maybe they added two teenagers to their
policy, you can ask them about that. Capture any kind
of engagement and information you've gathered in your
software. How many kids do they have? Do they play
golf? Then you can remember to bring it up in your next
interaction to create that relationship.
"This strategy can really set you apart - it shows you're
invested in them. They'll feel like more than just a

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39

number, that they're being recognized and seen as a
really valued person. It'll really help with client retention
and referrals.
"If you're dealing with a commercial client, they might
mention a challenge they're facing, like employee
retention. When you send them an email, you can share
an article on the topic. Or if their business is active on
social media, you can connect with them and share or
like their posts. You want to subtly keep your name and
an awareness of your effort top of their mind.
"If you're sending physical documents, what's really
special and unique is including a personal thank you
note. What's important is that it's authentic to who you
are and ties into the interaction. Handwriting the note
will show you've put more thought and initiative into it.
"Really you need to play to what your strengths are and
build on whatever you've already created. It's an art and a
skill that requires professional development and practice. It
comes through the commitment to service and making the
customer a priority."
Anna had heard variations of this advice before, but
found it helpful to have it all brought together as a
holistic approach to client interactions.
"I was a broker in life insurance for about 10 years, but
this is a good refresher for me. I think these suggestions
could be beneficial for everybody, especially for someone
who is new to this role - it could be part of the training.
"I'll be doing this whenever there's an opportunity. If I talk
to someone and they mention say I'd like to suspend my
road coverage because I'm going on vacation, when they
call to reinstate their coverage I'll remember to ask how
their vacation was.
"We actually send handwritten notes to new clients to
welcome them. We used to send notes for birthdays
and now we might start doing that again. Any point of
contact with a client might stick in their memory and
that can help with client retention."

JUNE 2019


http://WWW.IBAO.ORG

The Ontario Broker - June 2019

Table of Contents for the Digital Edition of The Ontario Broker - June 2019

In This Issue
The Ontario Broker - June 2019 - Cover1
The Ontario Broker - June 2019 - Cover2
The Ontario Broker - June 2019 - 3
The Ontario Broker - June 2019 - In This Issue
The Ontario Broker - June 2019 - 5
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The Ontario Broker - June 2019 - Cover3
The Ontario Broker - June 2019 - Cover4
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