“Moments of truth” occurs whenever CSRs and producers talk to a customer on the phone or in person. It’s important that each member of the agency be prepared for this contact. The impression left with the client or prospect will determine their future relationship with your agency. Because the ultimate goal of any business is to obtain and retain customers, it’s essential for you to create the proper image at the moment of truth. Some of the key factors in managing the moment of truth are:
- Acknowledge Visitors Immediately. Whenever a client or prospect enters your office, greet them immediately with a smile and welcome to the agency. If the visitor must wait to see an agency representative, offer them coffee, water or some other beverage.
- Answer the Phone Promptly: If your agency doesn’t have an automated answering system, all incoming calls should be answered within no more than three rings. No matter how busy or stressed they might be, employees must answer the phone with a smile on their face and a positive attitude.
- Be Prompt For Appointments. When you set an appointment with a client or a prospect, promptness could determine whether or not you obtain or retain this person’s business. Although emergencies sometimes occur, don’t allow this to become the norm.
- Be Prepared For “THAT” Customer. Do your homework. If you’ve made an appointment to talk to the customer, review their file to determine if you’ll be discussing coverages, prior correspondence, open claims, etc. Also, if you know that there’s a problem with the account, be prepared to suggest solutions or ask appropriate questions to resolve the problem.
- Listen. All too often, salespeople and CSRs can’t wait for the customer to stop talking, so they can start talking. Listen to what your customer or prospect is saying. If the meaning is unclear, ask for clarification. You never know what additional sales might result simply from listening to what your client or prospect has to say.
- Make The Customer Feel Good. An age-old sales model dictates that the consequence of a customer’s behavior will dictate their future behavior. In other words, if the customer feels good about the meeting or phone call with you, they’ll continue to contact you for their insurance needs. No matter what the situation, make sure that the client or prospect comes away feeling good or better about their relationship with you.
Although these suggestions are basic, they’re very important. Managing “moments of truth” can help you not only retain clients, but garner referrals from them.