CUSTOMER SERVICE IN THE INTERNET AGE - WITH STEVE ANDERSON THE ANDERSON NETWORK, INC.
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8/10/2021
CUSTOMER SERVICE IN
THE INTERNET AGE
WITH STEVE ANDERSON
THE ANDERSON NETWORK, INC.
STEVE@STEVEANDERSON.COM
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8/10/2021
WHY BE
Retention
CONCERNED
ABOUT
CUSTOMER
Customer Loyalty
SERVICE
Lifetime Customer Value
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AGE HAS AN EFFECT
Generation Greatest/ Silent Baby Boomers Gen X Millenials Gen Z
Years Born 1923-1945 1946-1964 1965-1980 1981-1997 1998-2016
Age in 2016 71-93Y 52-70Y 36-51Y 19-35Y 0-18Y
Population (Global) 0.3bn 1.1bn 1.5bn 2bn 2.4bn
% of Global Population 5% 15% 20% 27% 32%
End of Cold War
World War I and II Cold War 9/11 Terrorist Attacks Post-Great Recession
Live Aid
Great Depression Moon Landing Iraq War Arab Spring
Life-Defining Events First Personal
Electric Appliances Transistor Invented Advent of Social Media Rise of AI
Computer
Communication Style Letter Telephone Email/SMS Instant Message Emojis
Key Technology Car TV PC Smartphone AR/VR
Hobby Reading Watching TV Surfing the Internet Video Games Music Streaming
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8/10/2021
WHY FOCUS ON GEN X AND Y?
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Seniors & Current Agency The Immediate Younger people
Boomers are Principals (and Future lies in the (Gen Z) are
moving into thus their clients) Xers entering the
retirement are predominantly workplace
Boomers
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STAR TREK HAD IT RIGHT…
“Your continuing mission – to
explore new generations; to seek
out younger life forms and new
markets; to boldly send your
young producers where no
Boomer has gone before!”
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8/10/2021
CLIENT EXPECTATIONS
Time is important Leverage time with Saving time = Good Good customer service
technology Service raises expectations
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WHO ARE YOU?
Started 1997 Renting DVDs
Mom & Pop stores 1999 – Monthly subscriptions
Redefined DVD rentals
Market leader
No late fees!
Large customer base
IPO 2002
Convenient
Available on many devices
Late Fees!!!
2003 – 1 m subs
2004 – Responded to Netflix 2007 – Video Streaming
Return DVD to stores 2010 – International
2010 - Bankruptcy 2016 – 190 Countries
2020 – 204 million subscribers
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The question that gets asked about
technology, the one that is almost always
precisely the wrong question is, “How
does this advance help our business?”
The correct question is, “How does this
advance undermine our business model and
require us/enable us to build a new one?”
Seth Godin
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8/10/2021
ONLY TWO TYPES OF CONSUMERS
Unconnected Connected
‣ Cold calls ‣ Less likely to allow friends
to give their name as a
‣ Ask for referrals referral
‣ Attend local networking events
‣ Adverse to cold calls
‣ Drop by visits
‣ Doesn’t listen to the radio
‣ Family and friends
‣ Doesn’t read the
‣ Sponsor charity events
newspaper.
‣ Buy radio spots
‣ Starts research online
‣ Buy newspaper ads
‣ Expects 24/7 service
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Customers no longer need you
for information…
they need you for advice!
Terry Jones
Former CEO Travelocity
Founder: Kayak.com
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8/10/2021
A THEORY…
Even “man’s best
People DO prefer
friend” will turn on
people…but only if
his master after
they don’t make
enough neglect and
things worse!
mistreatment!
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What is
“Good Customer Service?”
Transactions
or Relationships
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8/10/2021
Too many agencies think “Good Service” is
transaction processing.
Our computer systems have gotten us into the
trap of thinking that the faster we can process
a transaction the better service we provide.
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What makes a
Great Customer
Experience?
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8/10/2021
REDEFINE THE
CUSTOMER
EXPERIENCE
AMC Theaters
“We rewrote the script on dinner and
a movie”
Dine-In
Full service
Wine/Beer/Liquor
Delivery to your seat
Reserved Seats
Reclining chairs
What can you do to “rewrite the script
on buying insurance?
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IS AMAZON DESTROYING RETAIL?
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8/10/2021
OR ARE THEY SIMPLY TAKING OVER WITH EXTRAORDINARY CUSTOMER
OBSESSION?
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“At Amazon, we have to grow the size of our
failures as the size of our company grows. We
have to make bigger and bigger failures —
otherwise none of our failures will be needle
movers. It’s a very bad sign over the long run if
Amazon wasn’t making larger and larger
failures. If you do that all along the way, that is
- Jeff Bezos
going to protect you from ever having to
make that big hail mary bet that you
sometimes see companies make right before
they fail or go out of existence.”
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HOW DO YOU TREAT CUSTOMERS?
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Cringe-worthy statistics...
88.32% of the time, the agencies didn’t explain what an independent agency is and how it benefits the client
or even the process of what to expect
54% of the callers felt the call was transactional and an effort to build a relationship wasn’t made
Only 38% of the time did the agency ask how the caller heard about them
54% of the time, the agent quoted exactly what was requested without offering coverage improvement
suggestions or cross selling
48% of the quotes were emailed to the client without a phone call to explain them
29% of the callers never even received a quote or any follow up after providing the information to the agent
65% of the callers would not have purchased from the agency based on their experience
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High
Client
Profitability
Focus Move
Invest Fire
Value
Matrix
Low
Low High
Maintenance
(C)2021 STEVE ANDERSON 23
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PERFECT CUSTOMER LIFECYCLE
Get
Attention
Referrals Capture
Build
Keep Relationship
s
Round Sell
Out Account
Deliver &
UpGrade
Satisfy
(C)2021 STEVE ANDERSON 24
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CLIENT SERVICE CENTERS
Insurance Company based Agency based service center
Valid strategic option Workflow issues
Traditional model
What’s Your Experience
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WHY A CLIENT SERVICE CENTER?
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Improve Improve Reduce Use Cross-
productivity profitability expenses resources selling, Lead
for sales generation
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Forms for changes
Agency procedure for responding
AGENCY WEB Self Service
SITE SERVICE •Account information
•Policy Changes
•Auto IDs
•Certificates
Payment options
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Fax
E-mail
COMMUNICATION
OPTIONS Online Chat
Instant Messaging
Text Messaging?
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Personalize the site
Create connection
Provide information
USING VIDEO ON It’s easier than you think
YOUR WEB SITE Ideas
Client testimonials
Web site introduction
Key benefits
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DIGITAL HANDSHAKE
Introduce Yourself
Introduce •“Hi, I’m Steve. I know it’s nice to put a face to the name…”
Recap Key Points
Recap •Briefly cover the key points from your conversation briefly. It helps to write them down as bullet points, before you record your
video. This way you don't ramble and stay on track.
Talk about the Next Step
Talk about •Remind them about the time of your next call or meeting; or the action you want them to take.
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VIDEO PLATFORM OPTIONS
BombBomb (www.bombbomb.com)
•$588 annual per user ($49 monthly)
CoVideo (www.covideo.com)
•$588 annual per user ($49 monthly)
Dubb (www.dubb.com)
•Limited Free, $40 monthly
Screencastify (www.screencastify.com)
•Requires Chrome browser
•$24 annual
Loom (www.useloom.com)
•Requires Chrome Browser
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Audio
Video – Multiple Cameras
Lighting UP YOUR VIDEO
GAME
Studio
Live Streaming Software – vMix
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CLIENT PORTALS
SELF-SERVICE OPTIONS
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80% of online transactions were processed 9-5 (4,960,000)
Phone transactions
AGENCY SERVICE 19% 6-8am
32% 5-7pm
CENTER STATS
19% 7-10p
21% Saturday
51% of all transactions are certificate of insurance related
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Carrier Policyholder Portal
Google Sites
CSR24.com
24/7 CUSTOMER
SehHey.com
SERVICE
CertificatesNow.com
OPTIONS
Management system
Applied – CSR24
Vertafore – Client Portal
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CERTIFICATES & ID CARDS
SELL THE HIGH VOLUME SIGNED AUDIT
VALUE CLIENTS AGREEMENT
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(C)2021 STEVE ANDERSON 39
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(C)2021 STEVE ANDERSON 40
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(C)2021 STEVE ANDERSON 41
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(C)2021 STEVE ANDERSON 42
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ONLINE CHAT
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GOOGLE SITES
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NONCASH PAYMENT TRANSACTIONS
100%
18.3 17.3
90%
24.5
30.5
80% 23.5
37.3 22.1
70%
19.1
60% 14.6 33.8
26.2
50%
8.8 21.0
40% 21.7
30%
19.0
47.0 59.6
37.5
20%
25.0
10% 15.6
5.9 9.2 9.9
0% 0.8 3.3
2003 2006 2009 2012 2015
Prepaid Card Debit Card Credit Card ACH Checks (paid)
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PAYMENT METHODS
Direct Credit E-Checks
PayPal
Bill Cards (drafts)
Google Apple Amazon
Pay Pay Pay
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ELECTRONIC PAYMENT COMPLIANCE QUESTIONS
Individual State laws, rules and regulations concerning agencies charging fees in addition to
premiums vary.
•Do you have a business relationship with the provider?
•Do you have a contract with a 3rd party charging fees for processing payment?
•Does the agency pay a fee of any kind to the 3rd party?
•Does the 3rd party pay anything to the agency?
•How does the state where your client resides view this contractual relationship?
•What are the state laws where your client resides regarding businesses charging “convenience fees”?
•What are the state laws regarding premium trust accounts?
•Does the processor hold premium payment in their bank account?
•If yes, is that legal? Or, is that account a premium trust account?
•Does your state allow 3rd parties to hold premium trust funds?
What are your carrier contract requirements regarding premium trust funds?
Does the 3rd party hold a current PCI Level 1 compliance certificate? Ask for a copy.
(C)2021 STEVE ANDERSON 51
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ELECTRONIC PAYMENT SERVICES
Simply Easier Payments ePayPolicy Xpress Pay
No cost to agency $20/Monthly plus 3.25% CC, $3 www.xpress-pay.com
Client pays transaction fee ACH
www.simplyeasierpayments.com www.epaypolicy.com
Check legality in your state
(C)2021 STEVE ANDERSON 52
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268/10/2021
PAY BY EMAIL
WITH ECHECKS
Deluxe eChecks Pro
Send checks via email
Immediate delivery
Print PDF of check
Deposit normally
About $0.50 each
Stop Overnight
checks
(C)2021 STEVE ANDERSON 53
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GUIDED CONVERSATIONS
DIGITAL EXPERTISE
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LIVE WEBSITE
CHAT
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CHATBOTS
Capture staff knowledge, skills, and expertise
New way to answer client questions
Provide consistent — and correct — answers to common insurance
questions.
Allows insurance agents to deliver their expertise to their clients more
profitably.
Annual online automated account review
Frequently Answered Questions
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AUTOMATED
RENEWAL
REVIEW
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AUTOMATED
RENEWAL
REVIEW
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AUTOMATED
RENEWAL
REVIEW
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AUTOMATED
RENEWAL
REVIEW
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4 PILLARS OF PROFITABILITY
Keep
Get More UpGrade
Round Out
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KEEP
TOOL TARGET USE MARKETING PIECE
Send to all
Viewpoint A&Bs and select
A & B Customers
Newsletter C’s to stay in
touch
Complete and
Claim Guide All Customers send with all
claims
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UPGRADE
TOOL TARGET USE MARKETING PIECE
During renewal
transaction process, a
Red Stamp Mostly C but
copy of dec page is
Letter some B
stamped, highlighted
and sent with letter.
Purpose: both
5 Most All
educational and to
Forgotten Customers
initiate new insurance
Coverages A,B,C
purchases
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RED STAMP LETTER
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ROUND OUT
TOOL TARGET USE MARKETING PIECE
Send to HO clients
Life All HO
when they re-fi or at
Brochure Customers
key b-days, births, etc.
Working from lists we
created or from
Umbrella Eligible B
companies of pre-
Brochure Customers
qualified Customers.
Letter with brochure
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GET MORE
TOOL TARGET USE MARKETING PIECE
Send to customers
after a positive
All Quality
Pass-along contact. Letter says
Customers
Card “Thanks. Here’s my
A,B
card, pass other one
on.”
Prospects Send when additional
Capability
and Referral info requested;
Brochure
Sources new referral sources
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“We are at a point at our agency where reactive touches happen far
more often than proactive touches. If we have conversations with
insureds, we're great at building the relationship & retaining the
business, but if they don't call us for some reason, we're not doing a
good job of reaching out to them.
“It's one of those "they're my best customer ever because they never
call and just renew year after year". Unfortunately, they don't realize
our value (and we're not providing value) as an agency when that
happens.
“We've lost some long time accounts in the last few months that
moved to another company without calling us first. I want to figure out
a way to mitigate that while automating as much as possible. “
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On boarding is the process of getting
WHAT IS new clients up to speed so you can:
ONBOARDING? Work together effectively
Get all the information you need
Have a great relationship with your
clients
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“People will forget what you
said. People will forget what
you did. But people will never
forget how you made them
feel.”
- Maya Angelou
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Set the Tone for the Relationship
ONBOARDING – WHY Start right
Improve the experience
Client affirmation and confirmation
Client education and value delivery
Set expectations
Improve renewals
Most client don’t leave because of price
Improve Lifetime Customer Value
You can sell more to an existing client
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Created my first kit in 1980 ish
THE WELCOME KIT
Auto ID cards ID holder Accident Reporting Kit
to put in the car
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It is better than nothing but…
WELCOME KIT PROBLEMS
Only one touch Will they remember the The more you put in the
kit in a year? less effective
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ONBOARDING
BOX
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Crystal clear expectations eliminate or reduce potential conflicts
SETTING EXPECTATIONS
Producer role
Team member roles
What clients can expect from you – your commitment
What is expected of your client – their commitment
Availability, turnaround, boundaries
The processes they will use
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Educate the client to create a better experience
THE PROCESSES
Payment process
Change process
Claim process
Audit process
Renewal process
Client Portal Access
Mobile App access
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PERFECT CUSTOMER LIFECYCLE
Get
Attention
Referrals Capture
Keep Build
Relationships
Round Out Sell Account
Deliver &
UpGrade
Satisfy
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By setting aside time to work ON your
agency and creating documented
systems and processes, you are not
only improving your business, but you
are growing and improving what you
deliver to your clients.
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THE VIRTUAL AGENCY IN 2021
HOW TO SELL AND SERVICE FROM HOME AND BEYOND
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VIRTUAL
MANAGEMENT
MANAGEMENT CHANGES IN A VIRTUAL
ENVIRONMENT
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What have you learned?
Rethink Your Assumptions
THE SHIFT TO What Process and procedures should change?
REMOTE
Renewed focus on cyber protection – active monitoring, employee
reminders
Communication & Collaboration is key
Flexibility is key
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Improve internal communication
More 1 on 1 meetings – personal and work
ENGAGE REMOTE related
PEOPLE
Help the whole team bond
Engagement Survey
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TEAMBUILDING.COM
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VIRTUAL SALES
ENGAGING WITH PROSPECTS AND
CUSTOMERS IS EVEN MORE IMPORTANT
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VIDEO TOOLS
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Digital Handshake
SALES IS THE Video Proposals
SAME BUT
CHANGED
Know your platforms
Up your game
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PRODUCTIVITY
TOOLS Krisp.ai Otter.ai
Echecks.com Handwrytten.com
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VIRTUAL SERVICE
ENGAGING WITH PROSPECTS AND
CUSTOMERS IS EVEN MORE IMPORTANT
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What have you learned?
Rethink Your Assumptions
MAXIMIZING THE
VIRTUAL What Process and procedures should change?
EXPERIENCE –
Renewed focus on cyber protection – active monitoring, employee
NEXT STEPS reminders
Communication & Collaboration is key
Experimentation is key
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QUESTIONS?
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©2019 STEVE ANDERSON 93
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