Hello, toast!
I have taken several different approaches. Admittedly, it was hard to
find specific solutions that offline companies use to stay in touch
with their customers, since most solutions are web-based. However, you
did mention that the insurance company has a web page, so I have
included some example in that realm as well.
Most of what I have come up with will have to be tweaked to your
particular needs. They are merely examples from which to get ideas.
There was a tremendous amount of information about how call centers
can respond, but I didn't think you were wanting to head in that
direction. Also, keep in mind that CRM has expanded to include a lot
of customer contact through different means. Therefore, if you see
that term in some of the following references, don't be turned off. I
have tried to highlight pertinent information, but it is worth reading
the entire articles.
Hiring outside help to work on customer affinity solutions
***********************************************************
InsureAllCo, a leading property and casualty insurance company, hired
Bain & Co. to help them create services that would help with client
retention and loyalty.
"To enhance its value proposition and improve retention, Bain
recommended that InsureAllCo initiate programs focused on managing
household events and improving agents' responsiveness to customers."
Specific recommendations:
Create "value added programs for movers, such as relocation kits."
(Make sure agents are notified when customers relocate)
"Implement value added programs for vehicle buyers, such as car
financing and car-shopping support."
Steps involved:
The problem:
http://www.loyaltyeffect.com/bainweb/expertise/success_story.asp?industry_id=&capability_id=15&story_id=20
The approach:
http://www.loyaltyeffect.com/bainweb/expertise/success_story.asp?industry_id=&capability_id=15&story_id=20&story_part=2
Recommendations:
http://www.loyaltyeffect.com/bainweb/expertise/success_story.asp?industry_id=&capability_id=15&story_id=20&story_part=3
Results:
http://www.loyaltyeffect.com/bainweb/expertise/success_story.asp?industry_id=&capability_id=15&story_id=20&story_part=4
Sending books or valuable information based on client's stage of life
or changing needs.
********************************************************************************
Example:
"A bank or insurance company gives a book on financial planning to
those who open new accounts."
(I am thinking of something a bit more targeted to the individual,
especially since you mentioned the age and income of your customers.
And not necessarily just to new clients. I think client retention is
far more valuable.
For instance, I would have loved tips from our insurance company
(whether life insurance, auto or medical relating to financing kids in
college, insurance pertaining to kids driving out of state, changing
health insurance needs, etc. Even though your life insurance company
may not be involved in these particular areas, it would have certainly
increased my relationship with our insurance company, because I would
feel that they are actually trying to get to know our family, our
needs, and help whenever possible.)
I say this, especially, because we are self-employed, and
particularly in the area of health insurance, we go from company to
company, trying to get the best rates. Once the insurance is sold, we
never hear another word, except the basic form letter telling us of an
increase in rates. Half the time, when I call the original broker,
they have no idea of who I am, or have gone on to another business.
Thus, I have no feeling of loyalty to the company beyond finding the
best deal. And if their rates go up, I simply move on.
From "Grow Your Bookstore (or Other Business) Faster Through
Successful Promotional Partnerships," by Kare Anderson. Pertinent
Information
http://www.pertinent.com/pertinfo/business/kare12.html
********************************************************************************
Some examples to create customer affinity that seem suited to your
particular insurance company are gleaned from the article, "Guerrilla
Marketing." Credit-to-Cash
http://www.credit-to-cash.com/marketing/guerrilla_marketing_1.shtml
The following examples are from the article:
Promotion at Events
===================
http://www.credit-to-cash.com/marketing/guerrilla_marketing_advertising_3.shtml
"Events that attract many people are excellent for promoting your
business. For example, what better place is there to hand out your
freebies, or set up your own exhibition? Further, why not set up a
banner advertising your business.
"If it comes cheap enough, could you sponsor the event or at least
get your name printed in the event programme. Simply wearing a t-shirt
with your business name on can offer some degree of advertising. The
possibilities are almost endless, and the more creative and original
you are, the more effective your scheme will be.
"Courtesy and Follow Up Calls
==============================
http://www.credit-to-cash.com/marketing/guerrilla_marketing_competitions_4.shtml
It is a fact that businesses lose customers because they do not pay
them enough attention. Once a customer has made a purchase from your
business, the aim is to get them back again and again. Research has
shown that the cost of selling to a new customer is five times more
than selling to an existing customer.
It's fair to say that it is hard to track all customers because you
may not have their contact details. For those that you do have contact
details, send them a compliments slip or give them a phone call asking
them if they are happy with their purchase and if you can offer any
further assistance. This should be done within, say, the first 30 days
after the sale and then perhaps every 60 days after, until you have
reason to believe that the customer has no real intentions of making a
repeat sale.
The idea is to develop a relationship that will make the customer feel
valued and consequently, start to make repeat sales with your
business: gaining their trust and respect is very important. Your
image for good customer care will soon be absorbed into the public.
(I want to stress again, from my own experience, that every time my
husband and I buy insurance from a broker that comes to our house, we
never, ever, hear another thing! It's like they want to make the sale,
and then they are totally gone.......forever!) Half the time I cannot
even reach the broker by phone, and when I do, they often don't have
the information I need.
E-mail
======
http://www.credit-to-cash.com/marketing/guerrilla_marketing_competitions_4.shtml
Have you ever received a humorous e-mail and forwarded it to one of
your friends? Just imagine how many people that e-mail has been to and
the amount of time that it has been around for. Wouldn't it be
brilliant if a similar e-mail were distributed the same way with your
web-site address included? (or a 1-800 number)
Well, what's stopping you? If you have a funny photo, joke or image,
again without being offensive - send it out.
**** It is more likely to be appreciated if it relates to recent
events in the news: timing is important. *****
(This goes back to contacting existing clients about how insurance
needs can relate to specific world events)
Using "Mail Shot"
=================
"Compiling a Mail Shot."
http://www.credit-to-cash.com/marketing/mail_shot.shtml
Some excerpts:
Mail shot is a form of advertising and has become one of the most
successful ways of selling a product or service.
First, consider exactly what it is that you are selling
(product/service). Then, specify what you want to achieve from the
mail shot but keep your objectives realistic...
...for example, do you want a previous customer to buy from you again,
keep existing customers buying your product, gain new customers, or
maybe to generally increase sales?
Also, keep it approachable for those targeted...
...for example, if you are selling books, stationery, hardware, etc,
then you could expect sales straight from the mail shot (possibly by
sending an order form or stating an ordering telephone number). If
your product/service is more complicated and has further details, such
as vehicle hire, computers, line rental, etc, then it would be best to
provide a link for the customers. This may be through a telephone
call, personal visit or perhaps directing them to their nearest
store/office/web site.
Recognize your target audience by specifying which sector(s) of the
market you are aiming your product/service at. For example, those
people who have internet access, have children, own a car, travel
frequently, businesses that require accounting, etc.
The next step is to find out where to send your mail shot. If you
have a data base of your customers (past and/or present), then this
can be used to get their addresses. Addresses can also be obtained by
using a rented list. Building your own in-house list should be an
automatic choice for all marketing and research needs as they have, at
least, an interest in your produce.
Your product/service may be something that is used all year, but
quite often a customers' interest for it may go up and down at
different times of the year. For example, stationary may have a
sudden increase in demand at the beginning of a school term or the
need for rain coats in winter.
If demand is steady for your product/service all year, then mail shot
could be just as effective at any time. But if you recognize that the
market sector your product/service is in does have its fluctuations
in demand, then send out your mail when demand is on the increase.
The timing of your mail shot may also depend on your objectives. You
may want to use it to increase awareness of your product during times
that normally bring low sales numbers.
Your mail shot could be used at a time when you know that it will
have an impact straight away. Sometimes, you may feel unsure of the
timing of your mail shot but there is a solution: allow the customer
to acknowledge your mail by asking them to return a form or a phone
call if they will have interest at a later date. You can then follow
it up at the given time. This can then be added to your records for
future reference (if you use mail shot again).
Press Release Examples to Mail to Customers or Potential customers
******************************************************************
"Trend Examples." Cayssials e-learning.
http://www.cayssials.com/e_learning/elearnE03sampleexamples02.html
The following examples of press releases are designed to be
informative to customers and keep them informed and in touch. The
example from the Insurance company does not appear very interesting,
but the example from the Automobile company, including their survey,
is a model you might be able to use!
Read them all, but especially:
New Canadian Life and Health Insurance Company
Desjardins Financial Security
Now Providing Financial Security for 5 Million Canadians
Lévis, January 18, 2002
Press Release 3
62% of 4x4 drivers NEVER get their off-roader dirty
For release 26 October 2001
(If I got a dry press release in regular or e-mail like the one from
the insurance company, my eyes would close. If I go one like the
automobile press release, I would be very intrigued. My preference,
however, would be to receive it via e-mail and send it back)
Cause Branding
**************
From "Promises to Employees? Culture Branding ,"by Cordell
Hauglie.(2002)
http://www.ispi.org/pdf/hauglie.pdf
"Attempting to attract customers by associating the company with a
cause or purpose that potential customers would find beneficial to
their personal goals or in line with their values. This might be a
percentage contribution of company sales to charitable organizations
or donations to nature and wildlife preservation councils."
(This is an idea you can build upon by knowing what sorts of causes
your customers might be most interested in. In fact, you don't even
have to make a contribution, but possibly just send a newsletter with
tidbits about certain causes, hobbies, tips that are geared toward
their lifestyle)
E-mails to back up your companies promises
******************************************
From "Promises to Employees? Culture Branding ,"by Cordell
Hauglie.(2002)
http://www.ispi.org/pdf/hauglie.pdf
"On my way home last night, I was listening to a commercial for an
insurance company. The sales line was "we keep our promises."
Sending e-mail surveys to your customers is a good way to get feedback
about what they want from your company, what their needs are, and
their major concerns. In other words, does your company live up to
what it promises?
Make the effort to develop client parameters so you can contact them
with the most pertinent information, updated products or newsletters
of interest.
======
From "The Thrust of Marketing Shifts to CRM (Customer Relationship
Marketing),"
by Satoru Matsuyama. Dai-ichi Mutual Life Insurance Company
http://group.dai-ichi-life.co.jp/dlri/e_report/falia_8.htm
Approach to CRM at an advanced company:
A certain mutual life insurance company, which is a leader in the
introduction of CRM, has been taking advantage of it as a way of
preventing surrenders by using it from the perspective of
retention--how to develop and maintain customer loyalty.
At this certain company, CRM was introduced first in September 1998 at
10 branch offices, mainly in the Tokyo area, and the plan is to
implement it company-wide by the end of the current fiscal year in
March 2000. The system operates by gathering all the information
collected by salespeople and glife assistants (customer management
staffers) into a database, using data mining for customer analysis....
*****
...to determine which customers should be visited and what products
should be proposed to them; it aims to achieve contacts with all
customers without exception, using not just salespeople but also
direct mailings and phoning by the call center. In this way it aims to
achieve a fundamental reordering of customer management from the
traditional salesperson-by-salesperson or branch-by-branch approach,
thereby enhancing customer satisfaction and preventing surrenders.
*****
The customer data that form the basis for the analysis cover various
policyholder attributes, such as age and occupation, and they also
includes the conversations that salespeople have had with customers on
the spot and items that customers desire from insurance.
*****
The data is organized by 20 to 30 groups of attributes, and it is
analyzed for sets of factors according to purpose, taking into account
data correlations; this has been used to find surrender-prone
policyholders and to carry out targeted maintenance efforts.
*****
As a result of these efforts, what was previously a surrender rate of
20% among this group, while remaining at the anticipated high level
among those policyholders who cannot be accessed, has been lowered to
under 6% where effective access has been possible. Furthermore, for
those policyholders not showing special signs of being prone to
surrender, effective access has lowered the actual rate of surrender
from the anticipated 7% to 5%.
This is an instructive example of how CRM can work to (1) grasp
information concerning customers, (2) carry out thorough follow-up,
and (3) thereby prevent surrenders.
Secrets to a Successful Newsletter
**********************************
From "Best Practices for Building an E-Newsletter that Not Only Pays
for Itself but Wins Customer Loyalty." Newsweaver. (9/2002)
http://newsweaver.ie/bizofemail/e_article000091310.cfm
Though this article centers primarily on B2B business, some passages
are definitely contain tips you might use. Excerpts follow:
"Whether (e-newsletters are) used to acquire and retain customers or
provide incentive to channel partners, they are powerful brand
builders as well as sales tools."
Take off your hat:
Put your sales and marketing hat aside and become an advocate for
your customers. Put yourself in their shoes and really ask yourself
what do they want to know about? The rest will fall into place.
Build respect and demonstrate leadership:
Provide sincere and helpful information that meets the needs and
interests of your readers. Think about the problems and issues your
customer deals with every day. Through your content, become the expert
that your readers will respect.
Make it personal:
Once you have your feet wet, and you have started to build a loyal
readership, you can start getting personal. The Personalization
Consortium states that 63% of individuals are more likely to respond
to communications that are specifically directed to them. A personal
communication is more than just filling in a name; it's about
delivering the content a reader is most interested in.
*****
For example, if you represent a financial services firm, you might
send information about estate and succession planning to a family
business owner, and venture financing advice to emerging companies.
*****
A newsletter that delivers targeted content will improve customer
relationships and make your e-newsletter personally rewarding for your
customers.
(Read the entire article for a few more tips)
Customer Surveys
****************
An example of surveying customer satisfaction:
Customer barometer:
The German non-life insurance companies of the Allianz Group ensure
quality of service by regularly checking customer satisfaction and -
if necessary - correcting their service policy accordingly. Every year
they use a customer barometer to ascertain the satisfaction of 20,000
Allianz private customers and 6,000 Vereinte (Health Insurance))
private customers in a representative survey. In written interviews,
customers are asked about their satisfaction with the new financial
statements, representative support, office service support and claims
handling. To check these results, the German non-life insurance
companies of the Allianz Group commission an external basic study
every three years in which data is collected "face-to-face" with the
customer. Over the last few years, this study and the customer
barometer indicate a positive trend in customer satisfaction in the
areas of claims assistance, new financial statements and
representative support.
From "Customer orientation." Allianz Group.
http://www.allianz.com/sustainability/sp/okonomie/kundenorientierung_en.htm
===
Surveys:
"Successful companies also solicit feedback from their customers and
then act on it. Banks and supermarkets are good examples of this.
These businesses stay open long past "normal" business hours because
their customers demand it. To solicit feedback, provide forms on your
Web site and periodically send out surveys to former and current
customers."
From "Wowing Your Customers." Wilde Tips (3/2002)
http://www.wilde.com/whatsnew/tip_pdfs/EZinemar2002_r1.pdf
Enhancing Customer Service and Contact with Software Solutions
(Various examples
********************************************************************************
Example:
"Genesys Telecommunications Laboratories, Inc., a subsidiary of
Alcatel (NYSE: ALA, Paris: CGEP.PA), today announced that Jefferson
Pilot Financial, one of the nation's leading providers of universal
and variable universal life insurance, annuities and employee
benefits, has selected Genesys to enhance its customer service
strategy. Jefferson Pilot has purchased the Genesys Enterprise Routing
solution, Internet Contact, Outbound Contact, Workforce Management and
Expert Contact solutions to achieve a blended communication
environment, reduce operational costs and establish a new benchmark in
customer satisfaction.
*** the Genesys software will enable Jefferson Pilot to conduct
targeted, proactive outreach campaigns with existing customers. ***
(I took a look at their website at www.jpfinancial.com. and thought it
might be an interesting model to follow if your insurance company has
a website, as you mentioned.)
From "Jefferson Pilot Financial to Take Customer Service to New
Heights with Genesys Solutions."
Press Release. Genesys. (2/4/2003)
http://www.genesyslab.com/about/news_events/archives/2003/february/jp_win.html
====
Example:
"IBM and Chordiant Software, Inc. (NASDAQ:CHRD) today announced they
have signed a strategic alliance in which they will offer insurance
companies a customer management solution that provides an insurer an
instantaneous, single view of customer data across the enterprise."
"a real-time single view of customer data enables both a call-center
operator and the local field agent to instantly summon the same
consistent information about a customer when that customer calls for
help or to make a transaction."
*** Under another scenario, an insurance sales person can proactively
contact a customer to offer a new service or suggest a new offering
that the customer might want to buy as an existing policy is about to
mature. ***
Read "IBM And Chordiant Sign Strategic Alliance To Deliver Customer
Management Solutions For Insurance Companies." Chordiant. (9/5/2002)
http://www.chordiant.com/news/press02/pr020905.html
Example:
"Make it easy for customers to do business with you:
"The insurance customer self-service business solution from IBM and
Siebel Systems can allow your customers to receive self-service or
assisted service over the Web. Features include:
Personalized portal page -- access policy, claim or service request
information from one central home page.
Service request management -- submit and track service requests, and
view agent-recommended solutions; together with Siebel eMail Response,
can acknowledge the receipt of a service request and automatically
inform customer of the resolution.
Personal and group policies -- view details on multiple lines of
insurance, including personal, individual life, and individual and
group health policies.
Claims tracking -- view status of personal lines claims.
Web collaboration and live chat -- contact a live agent through phone,
online text chat or voiceover IP; customer service agents and
customers can participate in synchronized Web page browsing.
Self-diagnostic tools -- interactively obtain instructions and
troubleshoot problems
Searchable knowledge base -- access frequently asked questions (FAQs)
or search using natural language query.
Full-text search -- search for information throughout the site.
Self-service in action
By offering convenient, 24x7 Web service, your organization can
significantly increase customer satisfaction and loyalty, gain
competitive advantage and maximize productivity.
From "Insurance customer self-service business solution from IBM and
Siebel Systems." IBM
http://www-1.ibm.com/industries/financialservices/doc/content/solution/277616103.html
Improving customer contact and relationship by taking Customer Living
Value into account
********************************************************************************
"Many insurance companies do not seem to know who their customers are,
let alone what they want. Some companies do not even know how many
customers they insure."
"When a company takes this approach to CRM, customers' perceptions of
how they are treated by the company will depend heavily on the value
they generate for the company but, irrespective ofvalue, its
communications will be much more consistent. High-value customers will
notice that they get a faster and more careful claims-handling
service,friendly and constructive contact when it is time for them to
renew their policies,and cross-selling initiatives that genuinely
address their needs rather than trying to promote the "product of them
month". That will result in an increase in customer satisfaction,
retention and cross-selling rates. Low-value customers will notice
that the company is trying to turn them into profitable customers
through its prices, underwriting decisions, service levels and the way
in which it handles renewals.
Read "Keeping the Customer in Your Sights." CrossCurrents (2002)
http://www.ey.com/global/download.nsf/International/Danger_of_Forgeting_the_Customer/$file/CC_CRM_-_Danger_of_Forgeting_The_Customer.pdf
Delivering good customer service
*********************************
Support for customer self service:
"Many customers want to help themselves to information rather than
talk with a customer service representative. These users need access
to a wealth of content to satisfy their requests, such as frequently
asked questions (FAQs), recent bills and statements, policies and
product documentation. By providing rich content around customer
transactions and self-service activities, organizations can increase
the value of their customer service operations to their customers.
Many CRM systems provide a central online "knowledge base" to support
customer self-service, while others rely on integrating the disparate
back-end systems that may exist within the organization (see table on
page I14)."
"Personalization:
"Customer service applications should provide customers with content
that is related to their current activities or navigation.
** For example, a customer that has recently moved and is looking at
information for a new homeowners insurance policy should also be
presented with information about a new life insurance policy. **
"Personalization enables organizations to reach their customers with
more impact, and to generate new revenue through cross-selling and
up-selling."
Read "CRM in Insurance: Capitalizing on the Customer Service
Opportunity," by By Frank Meister, Bill Chambers, Joe Fenner.
InsuranceTech (5/31/2001)
http://www.insurancetech.com/it2/story/specialReport/IST20010531S0001
The importance of Call Centers to the Insurance Industry
********************************************************
As excerpted from "CALL CENTERS -- TOUCHPOINT FOR
CUSTOMER-CENTRICITY," by Jamie Bisker, Towergroup. Insurance
Technology Online (2/12/2003)
http://www.insurancetech.com/story/news/IST20030212S0005
"The modern call center is key to the success of insurance operations
for financial services providers. Call centers, also know as contact
or customer service centers, provide carriers with a customer
touchpoint that is used around the clock on every day of the year.
This level of accessibility is crucial to insurance customers of all
types because of the combination of planned and unplanned life events.
For the large portion of the population that is approaching retirement
age, access to a "live" voice can mean the difference between simply
holding financial instruments and having a plan for retirement that
allows a restful night of sleep. Likewise, property and casualty call
centers become the "face" of the insurance company when accidents
occur or a natural disaster becomes more than a headline that happens
to someone else."
"Recent studies by The Center for Customer-Driven Quality at Purdue
University confirm the critical nature of call centers to modern
commercial enterprises. According to these findings, well over 90
percent of the public forms their perception of a company based on
their call center experience. Because so many aspects of insurance
operations use contact centers for major portions of their
customer-facing activities, this is both a plausible and critical
statistic for carriers. In addition, the study also indicated that
over 60 percent of the public will terminate their relationship with a
company based on a bad experience with telephony-based service
centers. Clearly, the public expects all companies, including
insurers, to be able to utilize and excel at delivering service over
the most basic of modern technologies -- the telephone."
"Insurance call centers are frequently the largest internal user of
customer-focused applications. This includes information systems such
as customer information files, customer relationship management (CRM)
applications, as well as sales and servicing solutions that address
cross-selling and up-selling."
"Carriers need to view call centers as opportunities to show their
commitment to the concept of customer-centricity. As insurance
companies begin to put real effort into improving, replacing, or
rebuilding core systems, they must place a high priority on
customer-facing applications. There are very few projects that will
provide a faster return on investment than those that deliver
consolidated policyholder information to most widely used
customer-facing mechanisms -- the call center."
Some offbeat suggestions!
*************************
The following is from "Keeping in Touch With Your Customers." DPFM
Forum & Network
http://www.dpfn.com/articles/116-2.shtml
"As your advertiser or subscriber bases grow, it often becomes more
difficult to manage communication and keep in touch with existing or
long term clients, especially when trying to continue along positive
growth strategies. Everyone is looking for ways to maintain contact
that are both efficient and effective. So here are some suggestions
that can be passed along to sales, marketing or promotions departments
but can be adjusted to apply to any department.
Purchase gift certificates for a cup of coffee from your favorite
café, like Starbucks. Mail the coupon with a note suggesting your
client have a cup of coffee on you while he reviews his contract and
to give you a call with any questions or concerns. The same concept
can be applied with a "thanks for your ongoing business" message and a
request for business referrals.
Order some pens with your company logo and e-mail address or telephone
number imprinted on them. Mail the pen with a note asking for a
business referral. This approach may also work with editorial data
collection if your questionnaire tends to be lengthy, complicated or
time consuming.
Collect some current articles about pertinent industry issues, group
your advertisers by like functions and fax the articles to them where
applicable. The Internet can be a great tool for this approach. Your
cover sheet should include a note something like "saw this and thought
you might be interested, call me to set-up an appointment or to
discuss expanding your ad program when you have a chance."
Create a series of standardized letters, if you're feeling creative,
make it look like a memo or a newsletter, and send them out in a timed
fashion. You can use this vehicle to apprise advertisers of new
product offerings, reminders about deadlines. Keep your body copy
general so it's applicable to all your clients and don't forget to
tell them you're available to answer any questions they may have.
Don't forget the power of e-mail. This is a fast, efficient and cost
effective method of contacting clients as long as your message is
short and concise. This is the perfect medium for educating clients
about new product offerings, current product enhancements and other
noteworthy news. You can even include hyper links to your own web site
if additional information or product demonstrations are available.
Whatever vehicle you use to maintain contact, never be afraid to ask
for business referrals especially if there is a long-standing
relationship with a client. Most people tend to know and associate
with others in the same or parallel industries that might gain some
benefit from your product. In addition, don't be afraid to ask clients
for their opinions about how best to keep in touch or contact them.
They will be flattered that you would take the time to ask.
The suggestions listed above should be done in addition to the normal
direct mail materials sent to clients. Also ensure that advertisers
have a current copy of your publication with a contact's business card
attached. Making your clients feel as though you are always available
to address their concerns is important even though you can't always be
there in person.
=======
Sending Postcards to clients with reminders, news, "Congratulations,"
offers to meet with a broker and re-evaluate insurance and other
financial needs:
Postcards:
"Postcards are a great way of keeping in touch. You can have your own
postcards printed inexpensively. When you come to send them out - all
you have to do is add an address label (courtesy of your sales and
marketing database, naturally!), shoot them through your franking
machine and post them! Sure beats mailmerging, signing, folding,
stuffing and sealing, doesn't it?
"If you do print your own postcards - you can of course have the
message printed on the reverse of the postcard at the same time
(perhaps in dark blue?). However, I recommend that you leave a few
blank - so that you can hand write a few cards to some of your special
clients."
From "Direct Mail," by Nigel Temple.
http://www.nigeltemple.com/directmail.htm
========
More offbeat suggestions:
From "Keeping Communications Personal, "by Janet Wiens. ISDesignNet
http://www.isdesignet.com/Magazine/Apr'97/Communications.html
10 Ideas to Stay in Touch"
Send a client a thank-you note when a project is completed. Or send a
framed picture of the project.
Attend a forum where a client is speaking. It shows you are interested
in their expertise.
Invite a client to participate in an industry presentation with you
regarding their project.
Participate in a community event that is supported by a client. It
shows support both for your client and your community.
Congratulate your client contact if they are promoted or receive an
award.
Provide your client a copy of the award certificate if the project you
did for them receives an award. Or provide reprints of an article
published on their project.
Remember your clients with notes and/or gifts of appreciation at times
other than around the holidays.
Call to check on your client references at least three times a year.
Client contacts can change. It gives you a chance to stay in touch or
to make an introduction to a new contact.
Call a client on his or her birthday.
Take a client to lunch or to a special community event supported by
your firm.
=====
From "The power of Digital Communication with Clients and Customers,"
by Terri Murphy
http://www.terrimurphy.com/articles/power_digital.htm
"Take advantage of electronic greeting cards used on the web. A simple
and just about free service, electronic greeting cards can be sent for
many occasions. Anniversaries, birthdays and get well greetings can
heighten the personal aspect of a digital delivery. It's always the
thought that counts, and keeping in touch without the extra steps of
stamping and "snail mail" can increase your service ratings and
visibility."
====
From "Website Newsletter Marketing." Postion Masters
http://www.positionmasters.com/website-design/newsletter-benefits.html
"Contrary to what many business owners believe, repeat business is not
simply a matter of "doing a good job the first time" -- it is more a
matter of staying in the mind of your customers.
** That is why your Insurance Agent sends you a birthday card. Even if
they already have your business. They do not want you to forget them!
**
"Whether you have 10 customers or 10,000. You will find that staying
in touch with them is critical to the success of your business. There
is no more cost effective way of generating profits than to
intelligently harness the power of email to communicate with your
existing customers. And, if you are succeeding without using this
strategy, then you are "succeeding in spite of yourself". You will be
far more successful if you integrate this strategy with the rest of
your marketing efforts."
====
From "Database Management."
http://www.brb.com.au/Database.htm
"Just the simple gesture of sending a `Thank You' letter or card after
the sale and keeping in touch can make all the difference between a
once-only customer and a regular client, by changing the clients'
perception of `apathy' to one of client care ..... effectively halting
the `Revolving Door' Syndrome."
Customer Contact is Essential
*****************************
From "Customer Contact Vital for Repeat Business," by Warren Hunter,
President, DMW and Eric Henon, LIMRA International (1/21/2000)
http://www.dmwdirect.com/news/customer-contact.htm
"Study after study has shown that when customers have ongoing contact
from a company they’ve purchased from, the majority of their repeat
business - life insurance, annuities, disability-income insurance,
long-term care insurance and mutual funds - will come from that same
company.
The sentiment "Out of sight, out of mind" may sound cruel, but it’s
true, and that’s why your customers may be buying from another
company. If your firm’s communication is limited, only a handful of
customers will come back to buy again.
"Unless a customer is continually reminded of what you can do for
them, you may not only be losing additional sales, you may be losing
customers to the competition. Staying in touch is the most important
action that companies can take to capture the continued loyalty and
purchases of their customers. Nevertheless, many companies don’t have
a company-wide marketing strategy in place."
"As insurance companies migrate to a more customer-centric
environment, it also is critical to recognize that customer’s
preferences vary in the marketplace. Some customers expect a large
element of face-to-face communication, while others are more
comfortable with printed mail pieces, phone and Internet transactions
or purchases. The standard approach of assigning customers to a sales
representative located in a nearby office may not work for all
customers or all products."
(Read article for further suggestions)
A Product for Staying in Touch with Clients!
*********************************************
"As an Insurance Agent, you've got a real challenge on your hands."
"Jim Cecil has created a comprehensive marketing strategy, detailed
action plans and the actual letters and contact events, even the
training tapes your team will need to stay in touch with prospects and
clients, just for business insurance professionals. Whether it's P& C
or personal & life lines or comprehensive employee benefits - Top of
Mind - that's what it's all about. Even though you aren't calling on
current clients as often as you or they would like, they will know
you're thinking about them and you keep your uniqueness in front of
them. You'll stand out by staying in touch. All prospects aren't ready
right now, but you want to be there - Top of Mind- when they are ready
to talk. You've probably thought about creating a stay-in-touch
program dozens of times but just haven't found the time or the process
to make it simple. We've taken on your creative writing challenge and
written your letters. They're ready and waiting for you to add your
personal touch and drop them in the mail. All you need is your office
administrator and your contact management software to keep you on
track. We've done most of the heavy lifting for you."
"The Nurture Solution comes equipped with the right philosophy, the
proper strategy, and the power tool to get your Nurture garden
growing. You'll have what it takes to grow clients by design. Included
in your Nurture Solution is a complete action plan that contains the
strategies and actual letters that make up a 12 month, continuous
contact program. One plan to attract and persuade prospects and
another to retain and leverage current client relationships."
Specific Letters and Scripts:
Prospecting and cultivating relationships
Keeping in touch with current clients
Showing your appreciation
Generating referrals
Acknowledging a special occasion
Positioning your unique services
Announcing a new product launch
Assessing client satisfaction
Welcoming new clients
Seminar invitations
Refer to website for product information! See Nurture Marketing
products at
http://www.nurturemarketing.com/industry_specific/insurance_specific.html
============================================================================
I wish I could have found more specific examples from Insurance
companies and financial institutions for you, but I believe the many
methods highlighted above can be applied to the particular insurance
company you are interested in.
Let me know if you need additional clarification, or the links do not
work.
I hope I have provided some pertinent answers!
umiat-ga
Google Search Strategy
insurance company examples attract customers
enhancing customer affinity e-mail surveys
+"insurance companies" AND +customer contact
keeping in touch with clients AND Surveys OR direct mail OR promotions
+insurance +staying in touch +customers |
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