insight on best practices of qaulity customer service

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.www.InsuranceCommunityUniversity.com

Insight on Best Practices of Qaulity Customer Service

.www.InsuranceCommunityUniversity.com

Welcome to your Insurance Community University

All of you are currently on mute Un-mute your own system Telephone Option

Select Telephone on your screen Dial in the PIN number so that your number

becomes active Microphone and/or Speaker Option

You can use this option if you have a headset that you use with your computer

Audio

2

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Participation & Chat Window You will receive information from the monitor via

the ‘Chat’ window.  Please locate window in the control panel

Q & A is welcomed during the presentation and at the end of the presentation

You will find the question box on your control panel Write your question in that box

and send it to the presenter/organizer

The presenter will take those questions in the order submitted

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DOI Requirements When you see a slide with the hand up symbol,

touch the “hand” icon on your control panel Click ONCE only

If you do not raise your hand, the monitor will be in contact with you in the chat box 

If you are in a group, the designated proctor is responsible to make certain you are all in attendance at all times

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= Hand is down

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Polling

Throughout the class we will be conducting periodic polls

We need 100% participation on the polls The polls are intended to check

participation but also to create discussion topics throughout the presentation

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Forms To Complete for CE

After class ends Return attendance form Proctors – return your form to email

address Email address is in chat window or in

email sent to you today

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DOI Requirements

We will file your hours with the DOI after the completion of this webinar and we have received the attendance form.

You have 48 hours to return the form You will be sent a Certificate of

Attendance/Completion by email.  Please retain this for your records for five years.

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Internet Disruption

If the presenter looses internet connection STAY ON THE LINE

The administrators will communicate with you

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Internet Failure

If the internet fails and all participants are kicked off line by Go To Training or other source then the seminar will be terminated

You will receive instructions by email as to how we will proceed

This is a precautionary notice, only

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This class is being recorded

Available in the University This course is approved for CE in CA Only

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DisclaimerInsurance forms and endorsements vary based on insurance company; changes in edition dates; regulations; court decisions;

and state jurisdiction. This instructional materials provided by Insight is intended as a general guideline and any interpretations provided by the instructor or the creator(s) of this material do not

modify or revise insurance policy language. In providing these materials, the authors assume neither liability nor responsibility

to any person or business with respect to any loss that is alleged to be caused directly or indirectly as a result of the instructional

materials provided.

Copyright 2010 – 2013 All Rights Reserved

www.insurancecommunitycenter.com

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Your Instructor Today

Casey Roberts, CIC, AFIS, ACSRPresident, Laurus Insurance Consulting

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Polling Question #1

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When was the last time you got “superior” customer service?

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When you think of superior service, what company comes to mind?

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“Welcome to Nordstrom”

Seattle, Washington based clothing retailer Nordstrom has a distinct aversion to voluminous employee policies. Here, almost in its entirety is Nordstrom’s employee handbook:

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“Welcome to Nordstrom Handbook”

We’re glad to have you with our Company. Our number-one goal is to provide

outstanding customer service. Set both your personal and professional

goals high. We have great confidence in your ability to

achieve them.

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Who do you think is the Best Airlines?

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When you think of superior service, what company comes to mind?

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Southwest Airlines

Many companies find it useful to attempt to gauge the creativity of employees before they are hired. Before they may be considered for hire applicants to Southwest Airlines in Dallas must provide a satisfactory answer to the question….

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Southwest Airlines

“Tell me how you recently used your sense of humor in a work environment”?

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When was the last time you received “memorably” bad

customer service?

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Polling Question #2

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What did you do when you last good terrible service?

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Bad Service

What did you do about it?Did you tell them about your experience?Did you “blog” or comment on their

website?Did you tell your friends?Would you give them a second chance?

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Topics To Be Discussed

The customer and today’s economyThinking like the “customer”Goals of providing the highest Quality

Customer ServiceCreating a Quality OrganizationTips and Tricks in providing quality service

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The Customer and Today’s Economy

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The Customer and Today’s Economy

Customers have always been cost conscientious but now many are becoming more “desperate” and looking for different solutions.

“Money”—cost of insurance has become more of a driver then before

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Why do Customers Leave

http://www.jakehird.com/why-do-customers-leave-a-company/#!/wp-content/uploads/2011/03/lost-customers1.png

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Polling Question #3

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When you lose a customer; what is the primary reason for leaving your

agency?

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Not Meeting Expectations

And you don’t even know why Bad Service Loses Business

4% of your customers will complain if they received bad service and will complain directly to you but will tell 20 people about bad service.

96% just take a walk--you don’t have a clue what you did wrong.

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The Customer has never been more important then they are today

Focus MUST be on customer retention Our current customer is our best “new” sale

by upselling, cross selling We have to treat our “old” customer like they

were our “new” customer Focusing on the lifetime value of a customer It is the overall income from the customer

base that allows us to survive

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The Customer has never been more important then they are today Service—exceptional service—has become a major

differentiator in keeping our customer. Focusing on Improving the customer experience Making interactions as effortless as possible

People don’t have time to waste People don’t have the patience and are more

easily frustrated Reducing customer frustration increases

customer loyalty

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Thinking like the “Customer”

We call them “insureds” and that is the BIG mistake

They are customers!

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There are a lot of opportunities for disappointment

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Thinking like the “Customer”What do they want?

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Thinking like the “Customer”What do they want?

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Thinking like the “Customer”Various ways we interact with our customers

Every method has to be “satisfying” to our customer In Person Telephone Voice Mail Mail Email Website NOTE: What about the “person” who first

answers the phone—the first impression

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Ask Yourself some basic questions“The Nordstrom Way to Customer Service

Excellence”

1. Am I offering a better product or service than my competitors?

2. Am I selling a less expensive product or service than my competitors?

3. Am I offering customer service that is better then my competitors?

4. Am I offering value added services that are not offered by my competitors?

http://www.slideshare.net/parature/the-nordstrom-way-to-customer-service-excellence

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Ask Yourself some basic questions

“The Nordstrom Way to Customer Service Excellence”

http://www.slideshare.net/parature/the-nordstrom-way-to-customer-service-excellence

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Customer Service

If you don’t provide quality customer service

Someone Else Will!!

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Three Levels of Service

BasicSatisfactory

Exceed

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Polling Question #4

43

How would you rate your agency’s level of service. (don’t be shy—tell

the truth!)

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Basic Skills for Providing Quality Customer Service

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Basic Customer Service Basic--Expected features / services

Not a HIGH level of Satisfaction if met BUT Very High level of Dissatisfaction if not met

Most business fail at this level Examples

No one answering phone No one speaks English Constantly leaving messages, emails not

answered Not getting the order straight (Taco Bell)

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Basic Customer Service

The sad truth is that EVEN basic quality customer service stands out today because it is so rare. There is actually someone in the store

to wait on you You are actually talking to a person and

NOT a message machine

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Satisfactory Customer ServiceYou actually satisfied your clientYou did what they told you to do like sending

out the Certificate on time and correctly.You did not go beyond what was satisfying

but did not disappoint them eitherDo it right the first time—it makes a big

differenceDon’t make promises you can’t keep

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Satisfactory Customer Service

Do what you say you’re going to do

Do it when you say you’re going to do it

Do it right the first time

Get it done on time

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Exceptional Customer Service

Meet all first two levels Features not requested – unknown Sell the “relationship” not the product

(insurance)

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Exceptional Customer Service Provide your customers with choices and

ideas they may never have thought of as solutions

Use the tricks of the trade such as Remembering their names and calling them by

their name Remembering their stories and ask them how

things are going Act like you want to spend time with them to the

extent they want that interaction

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Exceptional Customer Service

They are calling you for a reason and often times it is a problem Problems are Disguised Opportunities. Use problems as opportunities to show

how great you really are. Every customer contact is a chance to

demonstrate knowledge and care

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Exceptional Customer Service

Customer service MUST be consistent It only takes one bad experience—one “bad”

employee to erase all the good experiences that you have worked so hard to create. And YOU know who that person is!!!

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Polling Question #5

53

Have you ever had someone work with you that ended up losing an account because of

his/her behavior?

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Satisfying Customers

Commit energy and resources to that end All staff members commit and participate Hire, train and motivate Use technology to benefit customers

Standards are set very high Constant customer feedback

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Goals of Providing The Highest Quality Customer

Service?

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Goals

1. To build a new customer base while retaining those customers that already exist.

2. The average businesses spends six times more time and money in attracting new customers than it does to keep the old ones.

3. When was the last time you “rang the bell” because your renewed an account—isn’t that just as important

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Goals

4. To service all of our customers better and smarter. (Personal and Commercial)

5. To know what customers really need and expect from us.

6. To be prepared to recognize and meet the changing needs of those customers.

7. We need to make the client to WANT TO DO BUSINESS WITH US.

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Goals “Romancing your Client”Nordstrom

1. Create an inviting place—in person, online and on the phone (every once in a while they do show up)

2. Provide your customers with choices---of products, services, and service channels

3. Sell the relationship: Service your customers through your products and expertise

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Goals Energize your employeesNordstrom4. Hire nice, motivated people (Hire the smile

—train the skill)

5. Empower employees to take ownership

6. Sustain the people on the frontlines through a culture of support and incentive

7. Celebrate Company heroes through recognition and praise

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Creating a Quality Organization

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One For All--Teamwork (Acronym)Nancy Singer, CEO of American Bank Corporation

Together Everyone Achieves More With Recognition and Knowledge

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Leadership

Management must set the toneCustomer service must be a priorityDetermine objectivesDevelop performance benchmarksCreate incentivesEstablish management unit◦Train◦Monitor work habits◦Exam work flow and procedures

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Motivate Employees

Establish leadership that models excellence in service

Promote top-down rewards and two-way communication

Clearly define quality customer service goals

Have procedures to meet those goals

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Motivate Employees Select only quality employees and

train them to fulfill their potential Bring them into the “psychology of

success” in your firm Recognize exemplary work Encourage employees to make

suggestions Evaluate all of them.

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Hiring Customer-Focused Employees

Define the job requirements & technical competencies needed

Favor potential over agency experience Go beyond surface impressions

Use behavioral Interviewing

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Desirable Customer Focused Traits Conscientious Secure Agreeable Problem Solvers Outgoing Flexible

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Customer-Focused EmployeesWill see every customer contact as

importantWill use every contact as an information

gathering opportunityWill look for ways to “partner” with the

customerWill strive to achieve service standardsWill offer creative ideas to improve

service

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Refocusing Your Employees

Test and reassign Provide training Set standards Nurture “customer-focused”

behavior

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Polling Question #6

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Do you feel that you are appreciated on your job?

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Tips for Providing Recognition Confer appreciation publicly Give praise effectively Don’t forget how much “little” rewards can

mean

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Customer Feedback

Implement well-designed customer response databases

Regularly obtain client and employee feedback on products and services

Train employees to effectively handle input from clients

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Customer Feedback

Continually measure quality and customer satisfaction

Use quarterly employee focus groups, annual client surveys and follow-up questionnaires to clients after a claim.

Focus on clients’ désires, expectations, product satisfaction and service satisfaction

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Customer Feedback

Choose 10 customer annually Ask for candid feedback Set up specific questions

Survey former clients Look for trends Maintain a lost client file and reconnect

periodically

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Customer Feedback

Make it easy for clients to contact you. Emphasize use of manager’s e-mail

addresses in all client communication so customers can “fire off missives in the heat of the moment” to address service, personnel, products or billing

Monitor who is looking at your web site and determine which pages they use most, why and how to better serve visitors

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Measure

Customer satisfaction Quarterly staff focus groups Annually customers

Personal contact Surveys

Customer expectations Performance Satisfaction

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Invest in Infrastructure

Technology used to enhance (not avoid) User friendly Create immediate response

Technical support must be readily available

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Professionalism

Understand company products and match with customer needs

Establish specific training program◦Soft skills◦Technical skills

Proposals for new business should clearly explain coverage

Publish a booklet that thoroughly explains coverage available

Update website with product information

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Some Tips and Tricks

To help you provide Exceptional Customer Service

Ask your client’s how you are doing?

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“The only way to know how customers see your business is to look at it through their eyes”How to Win Customers and Keep Them

A young boy entered a drugstore phone booth and the druggist overheard the following conversations:“Hello, is this the Smith residence?...I would like to apply for the opening you have for a gardener…What’s that, you already have a gardener?...Is he a good gardener?...Are you perfectly satisfied with all of his work?...Do you plan on keeping him?.. I see, well thanks anyway.

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“The only way to know how customers see your business is to look at it through their eyes”How to Win Customers and Keep Them

As he left the booth the druggist remarked, “Johnny, I couldn’t help overhearing your conversation I know it’s none of my business, but aren’t you the Smith’s gardener?”

To which Johnny replied, “That’s right. I just called to find out how I’m doing.”

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Telephone Tips

Answer Phone! (Smile—Mirror) Be Active Listener Don’t Jump to Conclusions Never Say You are with Another Customer Ask - Can I Do More? Post Telephone Manner Checklist

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Making Customers Feel Welcome

“If I pick up the phone, I accept the responsibility to ensure the caller is satisfied no matter what the issues.”

Michael Ramyundo, President

MCR Marketing

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An Easy Test to check how you are doing Call from an outside phone and ask for something you

know won’t be easy to supply. Check for # of times you are put on hold # of times you are transferred # of people who say, “I’m not sure we can do that # of people who explain why their day is going badly # of people who say, “No you can’t have that”

From: Managing Knock Your Socks Off Service by Chip Bell and Ron Zempke

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An Easy Test to check how you are doing # times you have to ask to speak to

someone in charge # times you have to repeat yourself

You might be very surprised looking in from the outside !

From: Managing Knock Your Socks Off Service by Chip Bell and Ron Zempke

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Voice Mail Tips - Receiving Calls Don’t hide behind it Inform callers why you are unable to take

calls State when you will pick up messages &

return calls Tell callers how to reach a live person & to

bypass greeting

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Voice Mail Tips - Receiving Calls Encourage callers to leave detailed

messages Change greeting often to reflect your

schedule Check frequently for messages & act on

each in timely manner

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Written Correspondence Tips Use easily understood language Be clear & keep it simple Be prompt Be accurate Tell customer the reasons for actions / put

things in context Give the customer information Use customer friendly format

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Sending Email

Be brief – one screen Tell the story in the subject line Make sure to attach attachments! Avoid all caps Follow rules for written correspondence Retain same boundaries as in face-to-face

communications

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Receiving Email

Respond in timely manner Touch it once Follow the FIFO rule (First In First Out) Use auto responder if out of office & not

able to check messages

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Questionnaires Follow Important Rules

Keep them short Make them simple Make them easy to use Make them relevant Make them “fun” Provide incentives

Measure agency performance against what is important to customer

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Sample Language for a Questionnaire To Determine Customer Satisfaction

Thanks for the opportunity of serving you. It’s very important to us that we are providing you with the best service possible which means

You’re the only one who can tell us whether we have been successful or not. We value your comments and want to hear about the things we do right and the things we need to improve. Please take just a few minutes to answer a few important questions.

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Sample Language for a Questionnaire To Determine Customer Satisfaction

Using a scale of 1-4 (1-Excellent, 2-Good, 3-Average, 4-Poor)

How would you rate our service on an overall basis?

Was your most recent contact with our office satisfactory?

How would you rate our timeliness in delivering your services?

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Sample Language for a Questionnaire To Determine Customer Satisfaction

Did we provide pleasant and professional responses to your inquiries and needs?

Are there any areas for improvement? Please explain any problem which

remains unresolved. Would you tell someone else to use our

services?

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Sample Language for a Questionnaire To Determine Customer Satisfaction

If any member of our staff has been especially helpful, please let us know who they are and how they were helpful so that we may acknowledge their efforts.

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Handling The Hostile Client

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Customer Complaints

Train Employees to deal with hostile or upset customers

Listen actively Allow venting without interrupting Acknowledge their feelings Offer and/or ask for possible course of

action

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Customer Complaints

Tell what you intend to do Involve management, if necessary Give time frame Offer a point of contact Follow through on all promises Follow up with a status report

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Customer Complaints

If you made a mistake that caused the problem, say so!

If a complaint is unjustified, avoid arguing or assigning blame.

When handling customer problems, be consistent in your actions.

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Great Customer Service

It all starts with YOU

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Reference Materials

Habits of Highly Effective Leaders (tapes) Stephen Covey

Delivering Knock Your Socks Off Service Kristen Anderson

Managing Your Mouth Robert Genua

The CSR’s Desk Reference Standard Publishing

How To Say It Rosalie Maggio

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Upcoming CE Classes

1/14 Commercial Property - 5 Key Issues

1/16 Homeowners – 5 Key Issues

1/22 Understanding Entities and Insurance (1 hour)

1/23 Commercial General Liability – 5 Key Issues

The 2014 Calendar is NOW published on the Community Website.Visit the Community TODAY at:

www.insurancecommunitycenter.com