Let Your Customers Rate You

This letter and questionnaire generated quite a response and helped one agency, that sent it to their customers, learn a lot about their image. The response rate to the letter was 13.23% -- pretty good for direct mail. "We've analyzed the replies-very interesting. " said the agency's principal. "There were lots of notes scribbled onto the rating sheet and several lengthy epistles to boot. Any replies that had serious negative comments were followed up once we identified the responder. That worked well. Mostly they just wanted to verbalize some gripe and hadn't felt they had been heard previously." On a more positive note, the principal said, "Lots of the folks said really neat things about our staff, and of course that was an added boost. Everyone eagerly read the extra notes and comments."

Here's how the body of the letter read:

We need to see ourselves as you see us.

Would you help us by reviewing our service and returning your ratings to us in the enclosed post-paid envelope?

If there have been changes in the past year that affect your insurance, please note them on the Family Risk Questionnaire so we can update our files.

We work hard to gain your trust and respect and to become your agency of choice. Our goal is to provide you with an outstanding service experience anytime you contact us. We know we can improve, and we'd like your help to do it. We want to know what you think about us and what you think we can do to provide you with exceptional service.

Please help us do a better job for you by completing this survey and returning it to us. We promise to consider all suggestions and will report the results of this survey back to you.

1. Why do you do business with our agency?
2. What irritates you the most about doing business with us?
3. At the very least, what do you expect from us?
4. When was the last time you called our agency and why did you call?
5. What do your remember most about the last time you called our agency?
6. When was the last time you visited our office and why did you visit us?
7. What do you remember most about the last time you visited our office?
8. When would it be most convenient for you to do business with us? (Assume we are open 24 hours, seven days per week.)
9. If we could change just one thing or make just one aspect of your experience with us better-what would that be?
10. How would you like to have your insurance program reviewed?

11. I do business with my agent because...?
12. The worst part about having a claim is...?
13. I would feel better about insurance if...?
14. If I were an insurance agent, I would...?