Getting to Know Your Customers
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The document discusses how businesses can get to know their customers better in order to offer more customized experiences. It recommends analyzing existing customer data, identifying common customer attributes, segmenting customers into personas, sharing persona descriptions with employees, personalizing marketing based on personas, soliciting customer feedback, addressing issues found in feedback, and continuously monitoring customers. The goal is to understand customers' needs and ensure the business meets those needs.
Getting to Know Your Customers
- 1. Getting to Know Your Customers Building relationships that lead to increased business. © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 2. Sixty-eight percent of consumers say that companies need to offer more customized interactions, according to a recent Harris Interactive survey on customer service. So how do you offer a custom experience? It all starts by getting to know the customer. © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600 Understanding Your Customers
- 3. Take a look at your current customers using any database information you have on file, web analytic tools and social media insights. Based on this collective data, access: • Your audience’s location. Is the majority of your web traffic coming from a particular region or state? • Your audience’s age group. • Your audience’s gender, nationality or other identifying factors. Conduct an Audience Audit © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 4. If you’ve discovered that you really have more than one audience, break them out into two to three different categories or “personas.” Ask yourself: • What does the customer want? • What are the obstacles that stand in the way of fulfilling those needs (e.g. price)? • What are the options for a solution? Align Your Approach with Your Audience © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 5. For every “persona,” write out a description that can be shared with your entire team to ensure that everyone is on the same page as to who you’re trying to reach. Whether it’s an insurance agent or an office manager, everyone can benefit from having a better understanding of your customers. Keep Your Team in the Loop © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 6. Whether you’re sending prospects or customers a postcard, an eblast or another form of marketing collateral, it should always speak to the individual, not the masses. Ways to personalize your marketing includes: • Including their name in the piece (not “Dear Customer”). • Ensuring the tone of the piece is conversational, not overly formal. • Leveraging local events/timely news that’s relatable to them. Customize Your Marketing © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 7. One of the best ways to get to know your customers is by asking them, “How are we doing?” Long before an existing customer is up for renewal, solicit their feedback via a phone call or email survey. You may even consider offering an incentive, like a discount on their next policy renewal, if they complete the survey. Ask for Feedback © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 8. Feedback is only as effective as the changes that occur as a result. If your customers’ concerns go unaddressed for too long, they might switch to a competitor. Meet with the key decision makers internally to decide what feedback, if any, may warrant changes to internal procedures or processes. Make Changes © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 9. Your customers (and prospects) are the driving force behind everything you do. It’s important to continuously keep a finger on the pulse of who they are and what they’re looking for – in order to ensure that they find it at your agency. Repeat © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 10. About QQ Solutions QQ Solutions is one of the largest providers of agency management systems nationwide. -More than 4,600 insurance agency customers -More than 22,000 users -Now in our 25th year of business Our mission is to help independent insurance agencies compete in the digital world, by leveraging Web technology, social media, Internet marketing and real-time services. © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 11. Take Your Agency From Good to Great! QQ Solutions develops agency management systems and other automation solutions that do the heavy-lifting for you – letting you focus on helping your clients and growing your business. • QQ Catalyst – The latest in agency management systems, Catalyst is an innovative game changer that everyone in your office will love to use. • QQ WebRater – Get real-time auto insurance rates, fast and easy. © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600
- 12. Connect With Us! Read our agency management blog for tips on marketing, sales, client relations, and much more. Join the conversation about insurance sales and agency management systems on our QQ Solutions Facebook page. Follow QQ Solutions on Twitter to get the latest updates about our products. Connect with QQ Solutions on LinkedIn as a business contact and follow us for career opportunities. Circle QQ Solutions on Google+ for images, news updates, and more. Watch the QQ Solutions YouTube channel for tutorials and demos. © 2013 QQ Solutions, Inc. All rights reserved. QQSolutions.com | 800.940.6600