Page 16 - Shaw Wall of Honor

IT’S THE LITTLE THINGS THAT MATTER
WRITTEN BY
ARIEL RIVERA-MIRANDA, MBA, CIC, CPIA
In the last few years, independent agents have been engaging more and more in the conversation about The Client Experience (TCE). Even though automation has helped us improve TCE, we have to make sure that this process starts with the initial call or email. We understand that not every client is going to notice every little detail of our processes, but everything we do from the initial email or conversation will be ingrained in our customer’s mind for years to come. This is why “It’s the Little Things That Matter.”
When we talk about “little things,” we mean every single detail we put in our processes to make sure our clients understand our agency’s culture, values, and how we make their life better. It’s all about giving them as much value as we possibly can and becoming their guides throughout the process. There’s no question
that there’s a lot of value in details such as birthday emails and texts, coverage awareness campaigns, social media posts, and other related activities. But there’s one specific detail every agency should be including in their TCE, and that is: The Pre-Sale Process (PSP).
What is The Pre-Sale Process? It’s the process that we put in place before a client buys a policy from us. As you probably already know, agencies are great in the onboarding process of a client. However, what are we doing to bring value and guidance BEFORE the onboarding process? I’ll share with you my favorite little detail in our PSP that has given us a lot of success and higher conversion rates.
In our ongoing effort to perfect TCE, we have created a series of single-page pdf documents and presentations for our top lines of business. For example, every lead that comes through our office for homeowners insurance will receive an email with two specific attachments and an outside link:
16