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Articles
Communicating With Your Clients |
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It’s no secret that the big issue on the minds of the insurance community is auto reform. However, it is also important to remember that it’s on the minds of your clients as well. Unfortunately, most consumers often don’t understand the implications of such changes and may see it as simply less coverage for more money. As their trusted insurance advisor, it is up to you to provide them with the information and support they need.
As consumers begin to see their coverage change and their rates increase, your staff could be spending hours of their days fielding the same repeated questions and calming down upset customers. Instead of exhausting resources on this matter, you can send an E-Newsletter to your clients explaining the changes and how it will affect them. By openly communicating the details up front, you have the opportunity to control the message and put a positive spin on things, minimizing the interruption to your business that you may otherwise experience due to questions. E-Communications are also significantly more cost effective and efficient than traditional mail, and provide more opportunities for tracking.
You can also put this information on your Web site, as many consumers will look online for answers before picking up the phone or sending an email. You may choose to post a bulletin outlining the changes, or set up a list of Frequently Asked Questions and answers to them to allow people to quickly locate the information they need. You can also post your E-Newsletter online, giving people not on your email list the opportunity to benefit from the information as well. Making this information easy to access will help you build trust and an open line of communication with your clients.
However you choose to send the message, here are a few tips to help make it as clear as possible:
- Use language that the average consumer will understand. Using technical or industry terms will not help clarify things for most people, and in fact may make it more confusing.
- Be concise. Consumers aren’t looking for a long-winded explanation of every detail of the auto reforms and the reasoning behind them; they simply want to know how they will be affected.
- Speak to the masses. Focus your message on the average consumer to have the most impact on the most people.
- Don’t make promises you can’t keep. Be honest about the reality of the changes in your attempts to be positive, and never suggest that you can do or change something that is out of your control.
For more information or support on developing an E-Newsletter and updating your Web site contact AKA Broker. |
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