| EXECUTIVE DIRECTOR’ S PAGE |
A Tale of Two Dentists
What insurance agents can learn from them
S ince I moved to Kansas I haven’ t been to the dentist and it was time for a check-up. My wife, Laura, checked around with some neighbors for referrals, searched the web, reviewed some websites, read some Facebook and Google reviews, and finally settled on a nearby dentist. When I lived in Richmond, I never gave much thought to the dentist we were using. I was on auto-pilot – go in and have my teeth cleaned, have them tell me that I need to floss more and repeat every six months. It wasn’ t until visiting the new dentist that I truly understood the limited scope of professionalism and expertise that I was receiving from my Richmond dentist. I was blown-away from my experience with the Kansas dentist and it got me thinking about how my experience could apply to members. Here are some of my takeaways that can apply to member agents and our industry, along with a few resources that may help:
Digital Presence Our search for a new dentist started with a referral request from neighbors and then it quickly moved online. As for your agency customers, they say that 80 % of customers start their search online. My new dentist has a professional website that is user-friendly. It clearly outlines all of their services as well as making use of video and giving online options to schedule appointments. Their website made a great first impression on me. What kind of reactions do potential customers have when they review your agency’ s website? All things being equal I’ m starting with the business that has put the effort into their website. Member resources: AgencyNation. com, TrustChoice. com
Customer Service When I walked in the door of my new dentist I was greeted by two friendly receptionists who BOTH stood up and welcomed me with a firm handshake and introduction. This made a positive impression on me. In addition, they were very timely with my appointment, it started right at the appointed time. Being aware and courteous with my time was appreciated. What kinds of first impressions are your agency staff making? Member resources: The Power of 30 Seconds
Procedures / Workflows When I went back for my appointment it was clear the dentist had procedures / workflows that all the employees strictly followed.
DAVID HULCHER KAIA Executive Director
These processes made my appointment flow flawlessly and kept me informed of what to expect. Having procedures / workflows that agency staff strictly follow makes for a more positive customer service experience and helps protect the agency from an E & O claim. Member resource: www. iiaba. net / eohappens
Technology / Analysis Perhaps the most eye opening difference in my tale of two dentists was my new dentist’ s use of technology and their thorough diagnostic process. They had all the latest technology – x-ray equipment, a scanning machine, and multiple types of cameras. The technology they were using was light years ahead of my old dentist. They invest in technology because as they put it“ you can’ t treat what you don’ t know.” This is also the case for insurance agents. What tools are you using to assess your customers’ exposures? Member resource: Big“ I” Virtual Risk Consultant
Following-Up No sooner than I pulled out of the parking lot than I received a text from the new dentist with a request to provide them with a quick review of my thoughts on the appointment. I also received a text confirming my followup appointment. Member resource: Agents Council of Technology – iiaba. net / ACT
As insurance agents, at the end of the day we need to ask ourselves do we want to be more like my new dentist or my old one. While insurance knowledge, assessing customer exposures, and our stability of carrier partners are key, how we present ourselves and interact with our customers matters. From our web presence and use of technology, to our phone etiquette, it all makes a difference. I’ d like to help our members implement the mindset of my new dentist to help reach the next generation of agency customers. The irony, I found out that my new dentist is the brother-in-law of a KAIA past-president. SMALL WORLD!
4 KANSAS INSURANCE AGENT & BROKER | May- June 2017 |