LOST ACCOUNT W/QUESTIONNAIRE
With the lingering image problems suffered by everyone in the financial services area, our industry is in particular need of focusing more sales dollars on establishing and maintaining positive relationships with the buying public.
One way of doing this is by making a commitment to maintaining a steady flow of communications with your prospects and customers. Here is a 'Keep in Touch' letter, designed specifically to convey the message that your agency is committed to service.
Remember: We're all being barraged constantly by a merciless assault of advertising messages emanating from an ever-widening array of media: Internet, TV, radio, mail (did you know that the average consumer receives 967 pieces of mail per year-and more than 13 million catalogs were mailed last year?), phone, newspapers, billboards -- even bumper stickers.
The result is a knowledgeable (yet cynical) consumer, who connects only with communications that are engaging, relevant, and believable.
How to cut through the clutter is what we're all about, so don't be reluctant to convey personality in your business correspondence. Most letters people receive look and sound the same. Present your story freshly, with a look and feel that speak to the heart, as well as to the head.
Letter designed to go to a lost account:
Dear (Customer Name),
I was very sorry to learn that you decided to cancel your insurance policy with us. I certainly hope it wasn't due to any dissatisfaction you experienced with our service.
If it was, I'd like to know about it! So I'm asking you to take a minute to complete the attached questionnaire.
Our agency is on a constant quest to improve our service, but we can only do it if we solicit and get honest feed-back about out performance-both good and bad.
Thanks for your help.
Sincerely,
Enclosure
CUSTOMER SATISFACTION QUESTIONNAIRE
1. Why did you cancel your policy with us? (Please check all applicable reasons.)
___ price too high
___ poor claims service
___ poor response to service request (car changes, coverage changes, etc.)
___ dissatisfaction with claims settlement
___ policy not delivered promptly
___ other (please describe)
2. What could we do to regain your business?
_____________________________________________________________________________
_____________________________________________________________________________
*********************************OPTIONAL***********************************
Name: ___________________________________________________________________
Address: _________________________________________________________________
Telephone: _______________________________________________________________