Getting to Know Your Customers

Getting to Know Your

Customers

Building relationships that lead to

increased business.

© 2013 QQ Solutions, Inc. All rights reserved.

QQSolutions.com | 800.940.6600

Sixty-eight percent of consumers say that companies

need to offer more customized interactions,

according to a recent Harris Interactive survey on

customer service.

So how do you offer a custom experience? It all

starts by getting to know the customer.



Understanding Your Customers

Take a look at your current customers using any database

information you have on file, web analytic tools and social

media insights. Based on this collective data, access:

• Your audience’s location.

Is the majority of your web traffic coming from a

particular region or state?

• Your audience’s age group.

• Your audience’s gender, nationality or other identifying

factors.

Conduct an Audience Audit



If you’ve discovered that you really have more than

one audience, break them out into two to three

different categories or “personas.” Ask yourself:

• What does the customer want?

• What are the obstacles that stand in the way of

fulfilling those needs (e.g. price)?

• What are the options for a solution?

Align Your Approach with Your

Audience



For every “persona,” write out a description that can

be shared with your entire team to ensure that

everyone is on the same page as to who you’re

trying to reach.

Whether it’s an insurance agent or an office

manager, everyone can benefit from having a better

understanding of your customers.

Keep Your Team in the Loop



Whether you’re sending prospects or customers a postcard,

an eblast or another form of marketing collateral, it should

always speak to the individual, not the masses.

Ways to personalize your marketing includes:

• Including their name in the piece (not “Dear Customer”).

• Ensuring the tone of the piece is conversational, not overly

formal.

• Leveraging local events/timely news that’s relatable to

them.

Customize Your Marketing



http://www.qqsolutions.com/blog/index.php/seasonal-marketing-tips-for-insurance/

One of the best ways to get to know your customers

is by asking them, “How are we doing?” Long before

an existing customer is up for renewal, solicit their

feedback via a phone call or email survey. You may

even consider offering an incentive, like a discount

on their next policy renewal, if they complete the

survey.

Ask for Feedback



Feedback is only as effective as the changes that

occur as a result. If your customers’ concerns go

unaddressed for too long, they might switch to a

competitor.

Meet with the key decision makers internally to

decide what feedback, if any, may warrant changes

to internal procedures or processes.

Make Changes



Your customers (and prospects) are the driving force

behind everything you do. It’s important to

continuously keep a finger on the pulse of who they

are and what they’re looking for – in order to ensure

that they find it at your agency.

Repeat



About QQ Solutions

QQ Solutions is one of the largest providers of agency management

systems nationwide.

- More than 4,600 insurance agency customers

- More than 22,000 users

- Now in our 25th year of business

Our mission is to help independent insurance agencies compete in the

digital world, by leveraging Web technology, social media, Internet

marketing and real-time services.



http://www.qqsolutions.com/about/

Take Your Agency From

Good to Great!QQ Solutions develops agency management systems and

other automation solutions that do the heavy-lifting for you –

letting you focus on helping your clients and growing your

business.

• QQ Catalyst – The latest in agency management systems,

Catalyst is an innovative game changer that everyone in your

office will love to use.

• QQ WebRater – Get real-time auto insurance rates, fast and easy.



http://www.qqsolutions.com/solutions/agencymanagement/qqcatalyst/

http://www.qqsolutions.com/solutions/comparativerating/qqwebrater/

Connect With Us!Read our agency management blog for tips on marketing, sales, client

relations, and much more.

Join the conversation about insurance sales and agency management systems

on our QQ Solutions Facebook page.

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Watch the QQ Solutions YouTube channel for tutorials and demos.



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Technology

Getting to Know Your Customers