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How to provide a consistent, personal customer experience

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New technology brings new customer demands

In this digital era, customer expectations are constantly evolving. Here's how to keep up.

Millennials are overtaking baby boomers as the largest potential customer audience, and most companies and industries are feverishly studying what makes the millennial shopper tick. But as it turns out, the divide in what Gen-Xers, baby boomers and millennials look for in a customer experience is narrowing quickly.

As businesses and consumers alike embrace the technology of smartphones, tablets and wearables, the ability to be “always connected” has closed the gap between the generations. Millennials were the catalysts for the new standard that everyone now expects: a consistent, personal customer experience when they contact your company.

As businesses and consumers alike embrace the technology of smartphones, tablets and wearables, the ability to be “always connected” has closed the gap between the generations.

This is good news for all consumer-facing industries, including insurance agencies. You now know to treat all of your customers the same, regardless of their generation, and it all begins with consistency.

How do you provide a consistent experience? Because customer service plays a role in the majority of customer interactions, start by making sure that all points of contact―phone, email, social media, and your website―offer the same message about your brand, products, and services.

Start by making sure that all points of contact―phone, email, social media, and your website―offer the same message about your brand, products, and services.

Does everyone on your staff know what your business stands for? Can they explain to prospects how you differ from the competition? Trying asking a handful of agents and other office staff a few questions―ones that you know customers and prospects are asking. Are you getting consistent answers? If not, it may be time to develop a message matrix.

A message matrix is simply a spreadsheet or list of the most common topics or questions customers or prospects ask. Once you’ve compiled a list, work together with your team to develop answers that align with your brand message, your agency’s offerings, and your goals.

Next, look at the language on your website, Facebook page, and any other social media you use, and see how it matches up with the answer sheet you’ve developed. When every person and every point of contact in your agency is saying the same thing, you’re on your way to providing the consistency your customers expect. Now you can focus your energy on getting to know them better.

Because along with consistency, your customers want to be treated like you really know them.

To start building meaningful profiles that will help you give customers tailored, personal experiences, consider ways to get in touch. You might try sending short “get to know you” surveys via email, or develop a list of a few questions to ask over the phone or when you meet clients in person. Let your customers know that you want to meet their individual needs and they will supply you with information that will help you build their personalized profiles.

Find more tools and tactics to help you create the consistent, personal experience your customers expect by reading The Disruption of Customer Expectations e-book, available free here.

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