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Customer Service vs Experience

Customer Service vs Experience

Loyalty requires in investment in your customer’s experience


Everyone talks about customer service, but rarely do you hear about customer experience.  Customer service is what you provide people, customer experience is how they feel when you provide it.  Customer service is like the air in the room – it’s necessary and appreciated, but quickly forgotten.  Customer loyalty requires more.

COMMUNICATION

People communicate in different ways.  This is especially true between generations, such as Millennials and Boomers.  It’s important to promote an agency experience rather than one based on individuals.  The best way to accomplish this is through scripts.  Why?  They provide a consistent level of communication regardless of age, experience or personality, especially when they incorporate effective techniques and verbiage.  Professionally written scripts clearly establish your brand and enhance your customer experience.  Information alone isn’t enough.

TOUCHPOINTS

Relationships are strengthened through touchpoints.  Each one is a message that literally “touches” a customer in some way.  Collectively, they create the customer’s experience.  Ideally, they are automated since this ensures consistency, otherwise you rely on people’s compliance.

Videos are great because they engage and ignite emotions.  Animated videos bring concepts to life that text alone can’t.  They are a perfect combination of entertainment, nostalgia and simplicity.  Whiteboard style is a great way to stand out from the competition and get your message across.  It creates a personality and brand for your agency, enabling you to connect and earn people’s trust.  Trust translates to sales and retention.


Ted Baker is an insurance professional who has helped more than 2,500 independent agencies.  After spending nearly four decades in the industry, Ted knows how to solve the top issues facing agents—and it’s not by following the masses.  It’s by creating something unique and making competition irrelevant. 

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