3 Digital Tools to Revive Your Agent Relationships
Independent insurance agents want a lot from insurance carriers. And why shouldn’t they? In the fast-paced world of shopping online and instantaneous gratification, keeping consumers’ attention with interactions that are meaningful yet limited is strenuous. To help agents succeed in this environment, the carrier has to make it easy for them to understand its products, […]
From Many Strong Personalities, One Brand
Often times, the brand of a professional service firm is described as the professional reputation of that firm. And, that is a relatively accurate – if not overly simplified – definition of the term brand. A more formal definition would be: Your brand is the cumulative results of all interactions that audience members have with and […]
Your Brand is Everything
Every aspect of your organization helps create your brand, and your brand is the one factor that can take the value of your organization well beyond the tangible value of your client roster or inventory. Combine these two facts, and you quickly can understand the expression, “Your brand is everything.” First, let’s make sure that […]
How to Get Scratched Off My Daughter’s College Short List
This year, our spring break did not include a beach. Instead, it included seven different college campuses. Our oldest is a high school junior, and we decided that a road trip to a few colleges our daughter was interested in – and a few colleges my wife and I were interested in – would be […]
Health Check: Do Your Customers Trust You?
What a nightmare trip to the doctor’s office taught me about “trust” and what your frontline can do to salvage it. I usually think of the annual doctor visit as a necessary evil, an expensive inconvenience that can just so happen to save your life. But this last doctor might have fallen more in the […]
4 Steps to Flawless Customer Experiences
We’ve all had our fair share of customer service trials and tribulations. Maybe you couldn’t purchase something because a website malfunctioned, or you ran into an unhelpful store clerk or you connected to robotic, disconnected “care” agent on the other end of the phone. Maybe you noticed an ad for something you’ve recently purchased that […]
Do you know who you’re talking to?
Do you know who you’re talking to? Good marketers at most companies know that the content and assets used by the “frontline” staff, those who interact directly with both clients and prospects, should be focused on the specific needs of customers. They work hard to ensure that key elements such as copy, layout, and user experience speak […]
Part 2 – Intertia is not a strategy
“The less there is to justify a traditional custom, the harder it is to get rid of it” — Mark Twain, The Adventures of Tom Sawyer Setting a strategic course for a company’s product or service by aligning marketing assets and frontline staff in a particular direction is critical, but it won’t alone yield success. Competitive […]
Sales Force Competence Directly Impacts Customer Confidence
Who are your salespeople? Do you know their names? Their background or previous experience? What about their expertise? Does your sales force have high turnover? Are they well educated on your portfolio? Do you really know if your sales force is effectively selling your products? With limited intimate knowledge of your sales force and their […]
What’s Your Desired Reaction?
Every organization wants or needs somebody to do something, and this something is that organization’s desired reaction. Desired reactions can vary dramatically from organization to organization, and from tactic to tactic within that organization. Sometimes, the desired reaction is for more people to walk into a store, go to a museum, or visit a website. […]