If you want your clients to be thrilled with your business and act as brand ambassadors, where do you begin? According to Forbes, "80% of your company’s future revenue will come from 20% of your current customer base, making it imperative that you focus on creating loyal, repeat customers that will continue to frequent your business."
Building brand loyalty can happen relatively quickly, but you need to engage with your insurance clients in the right way to create a lasting connection. What do your clients want and how can you ensure that you reach out to them in a way that creates ongoing enthusiasm for your business?
1. Understand Generational Differences
What builds brand loyalty for one generation is not the same as what builds loyalty for the next. Millennials are driven by the brand's values and social connection. A brand that resonates with their values is a brand they are more likely to connect with for a long time. Generation Z is just beginning to graduate from school and build careers. They enjoy influencer marketing far more than previous generations. Each generation has its specific brand connection points; know your audiences for your insurance marketing, and connect with each.
2. Be Authentic
While Millennials might be the ones who are most focused on the social values of a business, all of your generations of clients appreciate authenticity. Authenticity means that you treat people in a way that is consistently right and aligned with your corporate values. This consistency becomes something that your clients expect from you, and they know that you are who you say you are in business.
3. Dedicate Yourself to Customer Service
Outstanding customer service might not leave everyone completely satisfied, but it will solidify your reputation for many of your clients. The key is to provide outstanding service before there are complaints. When you go above and beyond on a consistent basis rather than simply responding well to concerns, then you will delight your clients consistently as well.
4. Provide Quality
Whether you're writing an ebook, providing a free workshop, or educating a client in person, always provide the highest quality material that you can. There's no point in doing something halfway. If you can't write excellent content that you're proud of sharing, then wait until you can or hire someone to do it for you.
5. Be Proactive
Instead of going out of your way to solve a problem once it has occurred, go out of your way to figure out how to make your business better. Check in with your clients to get feedback regularly, and use this feedback to make your business stronger. Whether you're adding more insurance options or improving your email response time, acting before there are problems will help you grow a stronger, more vital insurance agency.
Brand loyalty drives consumer behavior. According to Tech.co, "regardless of where or how you make purchases, a lot of what fuels consumer buying behavior come down to brand loyalty."
At American Agents Alliance, we're loyal to your business. We're here to provide your insurance agency with insurance marketing support, networking opportunities, discounted E&O insurance, and much more. Contact us today to discover how we can support your agency.
