Table of Contents 

Most client touchpoints are in our control, so it's posible to create a positive touchpoint and create the outcome we desire.

Strengthening the Front Line

Providing great service one touch at a time

Six ideas for providing top-notch client experiences

By Emily Huling, CIC, CMC

I stopped going to Dennis, my long-time hairdresser, when he quit offering bottled water. My reason for jumping ship wasn't about the water itself. It was his reasoning as to why he and his partner, his wife, Rita, stopped the practice of providing bottled water to their clientele. "Everyone leaves a half-empty bottle," he said. "We decided it was a waste."

Really? Most of his clients were plunking down $75 to $125 for a cut, color or highlights, not to mention the hair care products they were buying. And their clients aren't valued enough to give them a 25-cent bottle of water? Maybe they just didn't want to waste water. I doubt that, given that washing hair is a water-wasting business; but let's say Dennis and Rita are all about conserving water. Then water plants with what's left in the water bottle!

Apparently I wasn't the only person who started picking up on Dennis and Rita's cost-cutting and client-devaluing practice. I learned through the grapevine that within six months their business had dropped off so much they were moving out of the area.

Dennis and Rita learned a business lesson the hard way. Clients pay attention and judge touchpoints of service. A touchpoint is a moment of contact with another person. Each connection we make provides a time, no matter how brief, to make an impression for good or bad. Most client touchpoints are in our control, so it's possible to create a positive touchpoint and create the outcome we desire.

Dennis and Rita created a double negative for themselves by eliminating this positive touchpoint. We patrons once felt like we were visiting a preferred establishment since less-pricey places don't offer complimentary water. Now they were operating like any other salon, just more expensive. They devalued themselves. In addition, clientele had come to expect a bottle of water so by eliminating the practice we felt a personal affront. Now we're not worthy of a complimentary bottle of water.

The Acura dealer where I have my car serviced has its own bottled water story, but this one is a great example of a positive touchpoint. Like most auto service establishments, the customer waiting area has a television, magazines, and food and beverage vending machines. My Acura dealer not only has all of this, it always provides complimentary beverages and food—doughnuts in the morning and cookies in the afternoon. As an added touch, their water bottles have their own label on them, Crown Acura. Customers are encouraged to take as much water as they want. For 25 cents, happy and hydrated customers are walking around advertising for them because their positive touchpoints are both experiential and material. Brilliant!

Wouldn't it be great if earning client satisfaction and loyalty were as simple as providing a bottle of water? Unfortunately it's not. Keeping with the water theme, here's a situation I recently dealt with as president of our homeowners association.

My neighborhood is small—only 35 ho that supplies our water. Occasionally, our water service is disrupted. If we lose our electricity from a storm or a fallen power line, electricity is lost to the pump of our water supply. Result—no water. The well needs to be routinely serviced, then it's shut down for a short time, usually during the week and mid-day when most people are working. Result—again, no water. When these things happen, the neighborhood is inconvenienced. From personal experience, there's nothing like hosting a dinner party with no running water!

Whether it's an unexpected or a planned disruption, it's the water company's responsibility to provide great service. Most of the residents, including my husband John and me, think that we get great service from the company that owns the well.

The emergency call process the company uses is very effective. Customers can report an outage three ways: online reporting; by phone to an automated system; or phone reporting to a live person. Each of these methods provides instantaneous real-time status of the repair. Outage updates are posted online. Sometimes the repair takes longer if they need to hook up a generator, but most neighbors agree that the service is responsive, friendly, and accurate. During one major malfunction, their employees knocked on our doors providing personal updates. If people weren't home, a paper flyer with the update was left at the front door. Keeping customers informed provides a fundamental and positive touchpoint.

But a few of my neighbors think differently. Any inconvenience caused by natural disasters or routine maintenance is unacceptable. They pound their fists and demand that we find another provider. Not only is it almost impossible to find another servicing company for a rural well, most of us don't think anyone could provide better service. Stuff happens and this company is not only very responsive, but our safety or health has never been an issue.

The point is this: Even delivering a high level of service, it's impossible to please all the people all of the time. Each of us judges our service experiences based on emotion, psychological factors, our inconvenience threshold, expected outcomes, and past experiences. The water company that services our well—probably any company that would service our well—will never meet the standards some people set because they have unrealistic expectations.

Perhaps you've been at the receiving end of a frustrated and emotional outburst by a client who wishes he hadn't experienced a loss that affected insurability, or wishes he didn't have to pay the premium to insure a coastal property, or suffer the shock when adding a teenaged driver to an auto policy. We cannot control the situation or our clients' reactions. However, we are clearly in charge of the touchpoints of service we provide to a client. Here are six ideas to make your clients' experience the best it can be.

Proactively, confidently, and regularly communicate. Clients do business with community-based or specialized agents because of the personal relationships and expertise they offer. If your clients wanted to do business without personal connections—solely online or with a call center handling calls on rotation—they would. Relationship-oriented buyers have certain expectations. They want their agents to keep them informed, educated, and protected. As a result, agents need to offer annual account reviews. Find out what's new, what's changed, and what the future holds for your client. At least one time during the policy year, initiate "I'm thinking about you" phone calls. Even mes. We live in a rural area and have a community well if you just leave a voicemail message, you're reconfirming to your policyholders that you appreciate their business. Quarterly electronic newsletters will educate and inform your clients about coverages, how to prevent losses, or what to do if there is a loss. By reaching out on a regular basis, you validate the value you bring as a trusted advisor and, even more important, keep up with changes to be sure your clients are protected.

Be responsive—no matter what. Society's current culture of anticipated, instantaneous feedback makes it essential that you respond to people readily and enthusiastically. It's not necessary to immediately solve the problem or dig deep into the issue. It is crucial to let people know they matter to us and whatever issue or question they have is important. This applies to any communication channel that is used—voicemail, e-mail, text, instant messaging, fax, or postal service mail. A simple "Got it" or "I'd like to spend some time looking into this and will get back to you tomorrow" reminds your clients that they made the right decision to do business with you.

Be empathetic. Not only do clients want to know you are helping them protect their assets and that their issues matter to you, people want to know that we understand and we care. Preface generic "customer-service speak" such as "I'll take care of that for you" with "I know exactly how you feel" or "I understand how this can be frustrating" or "What a happy time this is for you!" This conversational segue initiates a powerful change in emotional connection. Putting yourself in the other person's shoes with understanding and compassion generates a meaningful touchpoint.

Be mindful of the words you use. If you were a client, which statement would you rather hear: "You need to give me more information" or "May I ask you a few questions—because more information will allow me to provide you the best coverage at the lowest possible expense."? The first response sounds accusatory and suspicious. The second statement sounds curious and helpful. Avoid starting off sentences with the word "you" when requesting information.

Thoughtfulness is appreciated. Enhance your personal connections by writing a kind note when you learn of a significant life event, or to simply thank a client for her business. One agency gives the each staff person a budget of $50 a quarter to do something nice for a client. It's a small amount, but keeps the notion of being thoughtful on each CSR's mind.

Spice up your clients' visits. Here are some novel ways Main Street agencies initiate positive touchpoints. One agency keeps an oversized crossword puzzle on the reception area wall for clients to work on while waiting for their agent. Another agency installed a popcorn machine in the reception area for clients to help themselves. And many agencies have a snack station in the reception area. Yes, logo water bottles and complimentary snacks are very popular!

Positive client touchpoints generate new business, retain business, bring referrals, and spawn good feelings and goodwill. What will you apply to make your clients' experience the best possible?

The author

Emily Huling, CIC, CMC, is the president of Selling Strategies, Inc. For information on her consulting, speaking, and learning materials please visit www.sellingstrategies.com.

CONTACT US | HOME