Creating A Client Survey That's Worth Your Time… And How To Get People To Respond

Client surveys are a time-tested, cost-effective marketing strategy… and one you shouldn't be passing up. This little follow-up mailing covers a lot of marketing ground in one shot. Let's dig a little deeper to see just how valuable surveys can be for your agency.

Surveys Help Build Retention Off The Bat

That first week after closing the deal is the perfect time to get in front of your new clients. You're still fresh in their mind and they're more likely to open AND read a letter from you (especially if it's hand addressed).

Open up the survey with a personal note thanking them for their business. Make it clear that you look forward to being their trusted insurance professional, not just someone who sold them a policy.

This feel-good moment reinforces that YOU are their insurance agent, and are available throughout the life of their policy — and when they need additional insurance coverage.

Put Your Sales Process Under The Magnifying Glass

If your agency is like 99.99% of businesses, some part of your sales process (and the client's buying process) isn't working as well as it should be. It's hard for you to figure that out from the inside, so you should always look for ways to get real client intelligence on what it's like to buy from you.

Ask your clients about how easy and convenient the process was. What could be improved? Were all their questions answered before they bought the policy? Was there any service they expected, but didn't receive?

You might be surprised by what you learn. Changing something as simple as your outgoing voicemail message can really improve satisfaction. That can go a long way toward building lifelong clients, and getting those all-important referrals.

Testimonial Generator

Don't miss this easy opportunity to collect a valuable testimonial for your other marketing pieces. On your survey form, ask new clients what they liked best about the experience.

Make sure you also ask them for permission to use the testimonial on the form. Don't be shy about it — people who have just come off of a positive buying experience are happy to provide you with a few kind words. And people are often flattered that you want to share their opinion with others.

Ask For Referrals

This is also a great time to ask for referrals. Right now, your client is feeling good about the help you gave them, and hasn't run into any snags with their new plan.

Do you have friends or family that would like help with their insurance? Please list their name and addresses and I will send them some information about their options. And don't forget to mention us when someone you know needs an insurance agent!

You might not get a ton of referrals for your future marketing campaigns this way, but every one pays for the cost of a couple dozen survey mailings. Plus, you'll plant the seed in your clients' heads so your name pops up if someone asks them to recommend an agent.

Set Expectations

Let your clients know how and when they'll be hearing from you. Do you send out a monthly email or paper newsletter? Tell them to keep their eyes peeled for it.

Will you be in touch when it's time to renew their policy? Let them know you'll help them when the time comes.

Getting Those Surveys Back

You'll get more valuable surveys back by sweetening the deal a little. Why not offer them a free gift card to their favorite coffee shop? It doesn't have to be much, but that little “reward” can encourage them get that survey back out to the mailbox.

You may also want to think about sending an email survey , instead of the traditional mailing. It's quick and there are no envelopes to lick shut.

- Scott Sullivan, Norvax
Questions or comments? Email him at ssullivan@norvax.com