Social media websites have given consumers a voice and power previously limited to corporate public relations departments and major news organizations. Now, anyone with an internet connection can share a positive or negative consumer experience with the entire world. This transformation has impacted customers’ expectations for how companies serve them and respond to their needs.
But do not view technology and social media tools as things that have made doing business and managing your firm’s reputation more complicated. Rather, these are innovations that give you a chance to enhance your level of customer service by automating tedious processes and menial tasks, freeing up your schedule to work ON the business rather than IN it.
Although it was specific to consumers of insurance products, findings from a February study conducted by Ernst & Young show the broader importance of prioritizing customer service and using technology to do so.
More than 24,000 consumers across the world indicated that many customers are more willing to buy additional products from their service providers when they feel that the company is working to cater to their specific demands. Out of that group, 43 percent of respondents said they do not think insurance companies are good at rewarding loyalty.
“With consumers claiming they are open to being sold new products when the time is right, insurers need the technology and systems in place today to manage their sales efforts across a large customer base,” comments David Hollander, Ernst & Young’s global insurance advisory leader.
The study also found that customers like to research their options online, but yearn for a personal interaction when they’re ready to buy. Respond to this trend by reaching out to prospective and existing clients through a variety of channels, adjusting your choice based on their preferred medium of communication.
“The bottom line is that building a strong brand through new online and offline channels will have a positive impact on sales, especially among Millennials,” he later added.
In The 8 Best Practices of High-Performing Salespeople, Norm Trainor tells the story of financial planner Tony Henderson, who was able to learn through financial advisor coaching the importance of delegating to technology. Tony was able to use those tools to keep track of client data and anticipate and respond to their needs.
Features such as lead qualification, automatic dialing and scheduling made Tony’s office run much more smoothly. “This combination of high-tech and high-touch increases client loyalty,” Norm notes.
Reward your loyal clients and use technology to keep track of vital details, important dates and benchmarks that provide more opportunities to deliver greater customer service and build upon your client capital.
