BROCHURES: TELL IT TO THE PRESIDENT
by Patricia Sheppard
You've got to hand it to David Collins of Collins Insurance, Longmeadow, MA.
His brochure demonstrates imagination and practicality in one package. Collins' handy 'Tell It to the President' piece includes a brochure, survey, and business return envelope.
The cover of the brochure features a line drawing of Collins surrounded by customers who have something to say. 'Dave Collins wants to know how we're doing by you,' it reads.
Inside is a photograph of Collins (there's a remarkable likeness between photo and drawing). 'Good news or bad news . . . give it to us straight,' Collins tells the reader. 'That's the only way we can really improve our service to you. Use the survey format on the front and back side of the next page; detach, fold, and place it in the envelope. If you need more room, just write out your remarks on a separate piece of paper and place them in the envelope. All individual responses will be held in confidence by me. Thank you for helping us be our best!'
Here's how the survey read:
OK, you asked for my honest opinion about how you're doing. Here goes!
1. Are your telephone calls returned within a reasonable period of time? YES [ ] NO [ ]
2. Is our staff courteous when you call? YES [ ] NO [ ]
3. Is our staff helpful when you call? YES [ ] NO [ ]
4. Do we provide all the service you need? YES [ ] NO [ ] If no, please explain here:
5. Do we do a good job explaining your insurance coverages to you? YES [ ] NO [ ]
6. If you've had a claim recently, was it well-handled and fairly settled? YES [ ] NO [ ]
7. Is our work (billing, policy changes, address changes, etc.) accurate? YES [ ] NO [ ]
On the back side, would you please put down
ف. anything about us or insurance generally that bugs you, or
2. suggestions for improving our products and services.
Thank you!
The results? According to Collins, 'We're running about a 4% return rate, which I consider excellent. People aren't getting the information they want to make informed insurance-buying decisions. Also, they lack the education necessary to determine the information they need!'
Collins' brochure is certainly a step in the right direction.