As in any other segment of the service sector, customer loyalty, or customer engagement, represents a high percentage of the success of any insurance company, so it is essential to create and implement a good loyalty strategy.
We are all customers, so you only have to think that we would tell our insurance company about what we value to hire a new product or to keep what we have hired with them:
- To offer a quality service. To comply with what has been contractually agreed, mainly the price of the service and the coverage, providing the greatest possible information and transparency from the beginning in order to avoid future discrepancies and the consequent discomfort.
- After-sales service. To maintain a close and personal relationship with the customer, providing the greatest possible speed, safety and comfort. This can be achieved through an effective and efficient incident management service or, in addition, through traditional mediation, using exclusive agents as figures who will personally manage the claim.
- Carrying out discounts and loyalty campaigns. It is important to carry out a fair management of the client portfolio, that is to say, to offer good conditions of opening to new clients but also of maintenance to the old ones. This point is a double-edged sword, since there are customers who do not value the quality of the service, but their decision to take out insurance with one company or another is solely on price, which can be a great drain on the company.
- Facilities in the payment. To offer the client different means of payment and flexible and accessible quotas to avoid possible economic efforts.
- Different communication channels. In order to be able to access all customers, both the traditional communication channels, whether physical office, mail or telephone, must be made more sophisticated, and the recently implemented technological channels such as mobile, web, social networks, etc. must be developed, giving the customer the possibility of choosing which one provides greater comfort and flexibility.
Taking into account the complexity when analyzing the needs of customers (potential or existing) it is essential the existence of a Customer or Business Intelligence Department. The creation of such an area makes it possible to predict leakage alerts and encourages the development of new products much more adapted to the needs of customers.
As we all know, the customer is always right.
