| 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 |