"Survey Says": Converting Shoppers, Growing Profits
How satisfied are your customers with the level of service you provide?
How do they feel about your products—or their purchasing experience?
Customer surveys provide you an excellent means of finding out.
Studies show a direct correlation between client satisfaction levels and sales. So, if you'd like to convert more insurance shoppers into buyers and customer opinions into profits, start surveying your customers.
The results might surprise you!
Revealing Opportunities
Surveying your clients takes some time and effort.
But consider it an investment well spent, as surveys give you a valuable glimpse into your customers' thoughts, feelings and opinions about your business.
Customer surveys provide you:
- Tangible results of customer interactions and service levels
- An opportunity to identify and correct problems before they become unmanageable
- A chance to increase profits by making changes
- Value added to the customer's experience
- The ability to identify competitive differences, strengths and weaknesses
- A cost-effective, efficient means of gathering information
Choosing a Means
Numerous methods exist for surveying consumers, only one of which includes the traditional customer comment card.
Since response rates tend to run low for this type of feedback, you may want to consider using one or more of the following methods to garner more replies:
Web Site Surveys
10 percent cheaper than telephone surveys and 80 percent cheaper than traditional mail surveys, Web site surveys allow you to gather customer opinions cost-effectively and quickly.
In addition to collecting shoppers' thoughts and feelings about your business, Web site surveys allow you to find out and track who is visiting your Web site—and why—as well as what shoppers think about your site.
Results are submitted immediately, and can be in your hands within hours.
Telephone Surveys
Once on the phone, most customers find it hard to say "no" when asked if they're willing to provide feedback about their experiences.
The conversational tone you'll find with telephone surveys allows you to acquire additional information from your customers—without seeming pushy. As conversations ebb and flow, you're provided the flexibility to add or change questions according to customer input.
There are, however, down sides to surveying customers by phone: they're often difficult to contact in this manner, and many don't want to be bothered—especially at mealtimes.
Don't be surprised if they hang up or even don't answer when you call.
Email Surveys
Email surveys cost next to nothing…but response rates run low.
Consumers have a tendency to simply delete email messages before reading them, especially those containing information not specifically requested.
If you're willing to offer a free product or service to those completing your survey (say, a chance to win a drawing or a $50 gift certificate), you may have more luck. However, if you do decide to offer an incentive, be sure to indicate that in the subject line of your emails.
It may just keep your customers' fingers off that "delete" button.
Surface Mail Surveys
Mail surveys prove most effective once you've closed the sale. This is because clients tend to more readily notice mail pieces from a name or business they recognize.
The most expensive survey method, direct mail offers you the opportunity to grab consumers' attention and personalize surveys with a handwritten note.
Incentives are also popular using this method, and provide a tangible product that may convince consumers to respond.
If you decide to go this route, use a postage-paid postcard or include a postage-paid envelope with your survey. Most consumers won't reply if forced to cover their own postage.
Doing It Right
When customers become dissatisfied, they often don't stick around long enough to complain.
But if you can discover when something is wrong and take steps to correct it immediately, you'll dramatically increase your chances of acquiring and keeping their business.
To get vital information from your customers using surveys:
- Choose your timing wisely. It's best to follow-up with a survey shortly after your first meeting with the customer; then again one to three months later; at the 6-month point, and annually. This strategy keeps your clients' impressions fresh and your relationships active.
- Know what to ask. Focus on asking questions that help you decipher what your customers regard as valuable. Ask them to identify problems and challenges, and don't be afraid of their answers. This is revealing information that gives you the chance to make improvements. Word questions carefully, and keep them open-ended to obtain as much information as possible.
- Follow through. Make the effort to call customers responding to your surveys, and thank them personally for their responses. Let them know how much you appreciate their time, and assure them you've heard their concerns and are making improvements.
Keeping Them Happy
Surveys offer you a valuable business perspective by placing you inside your customers' heads and putting you in touch with their emotions.
If you've made it your goal to cultivate your business, start using surveys. Then open your eyes and ears, make necessary changes—and watch your sales and profits rise!
This information was provided by InsureMe, the leader in online insurance leads for the insurance industry. Since 1993, InsureMe has helped thousands of insurance agents succeed in the insurance business by providing top-quality leads that are both detailed and affordable. For more information on InsureMe leads, please visit our agent Web site at www.agent.insureme.com.
