Enhancing Customer Relationships from an Insurance Company's Perspective

Posted January 8th, 2009 by
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For follow up by Umiat. I'm interested in learning more about what financial companies and insurance companies are doing in the customer relationships/customer communications arena. I am not interested in learning more about how to use customer relationship technology for points, clubs, etc. I am looking for companies who are using more traditional methods like newsletters, direct mail, outreach programs. What other ideas are out there beyond CRM stuff. Maybe it's email campaigns, interesting direct mail, feedback surveys, hotlines, some sort of communication through their Web page. I am looking for affinity/relationship building programs that can be generated from the communications department of a leading insurance company.

Good solid search. Provided additional strategies, and other ideas for consideration.

Hello again, toast! Thank you for your new question. I am working on it, but taking a bit of time so I can do a thorough search and try to find some sources of information that really hit the nail on the head. I will provide a full answer as soon as I think I have researched your question adequately. Thanks! umiat

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 L vis, 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 caf , 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

Toast, I am so happy I was able to help you! That nice comment made my day. And thank you for the more-than-generous tip. It is always a great reward just to know that my research hits the mark. Thank you again! umiat

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Enhancing Customer Relationships from an Insurance Company's Perspective