Abram Interstate Insurance Services, Inc., CMGA

Helping Independent Insurance Agents Since 1996

How to grow customer retention | Business Tips for Insurance Agents

Published on April 13, 2017

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Loyalty may be the most valuable commodity in business, as loyalty is what brings you business time and time again. That’s why creating customer loyalty is one of your most important business moves. Below are some tips to help you increase the amount of repeat business your Insurance Agency sees.

Customer fidelity can, by itself, make up 40% of your business revenue according to SumAll, a marketing analytic company. Even more, earning that chunk of revenue is easier, and costs less than your efforts to gain new business. Only about 25% of your marketing and sales budget should need to go toward earning repeat business.

And, while the big dogs in the business world may make themselves about this, you don’t have to be a whale of a company for this to be an important business tactic. In fact, if you live in a relatively small community, customer loyalty is even more important. In an article on Small Business Computing, Joe Taylor gives us the following tactics that can help you grow you repeat business.

Invest in a Customer Relationship Management System

A CRM system delivers the most crucial information you need to know about your customers. CRM can:

  • provide copies of delivery status notifications, service tickets, and automated order requests
  • pull data from LinkedIn and Twitter to highlight your contacts’ connections within their communities and industries
  • help you understand the type of attention each individual customer needs at any given point during your business relationship

And don’t worry about finding the perfect program. Start by getting your customer notes into a basic, inexpensive, Web-based system.

Measure Results Against Expectations

Did the deal that you brokered deliver on its promise? Measure those results and use them to project future sales. Business author Fred Reichheld recommends using a follow-up survey. Ask customers to rate their referral potential on a scale of one to 10. This removes much of the awkwardness, anger, and fear from an assessment.

Customer service expert Susan Hoekstra says that active monitoring is a way that you can show your empathy if things go wrong. Correcting problems before a customer complains increases customer satisfaction, referrals, and repeat business.

Engage in Transition Marketing

Most customers spend the bulk of their time in the “not yet” phase of the buying cycle. Hitting them with a barrage of one-on-one sales won’t do anything to move them closer to a purchase, and it may alienate them altogether. Instead, blend marketing into your sales by using white papers, special events, and other one-to-many experiences that position your business as the solution to their current priorities.

Trusted Advisor Status

Don’t be afraid to follow up with your customers and ask about challenges they face outside of your area of expertise. Ask if you can refer them to the appropriate expert within your professional network. When you help other people solve their problems, you engender trust and loyalty.

Explain Your Post-sale Plan

Before you close the deal, let your clients know that you always follow up with customers to ensure that you’ve met their needs. No one likes taking a sales call, particularly when they’ve just signed on the dotted line. And entering the right info into your CRM will prevent you from launching into sales mode at the wrong point in your customer’s buying cycle.

Adapted from 5 Post-deal Management Tactics to Growing Repeat Business  by Joe Taylor at Small Business Computing.


Abram Interstate Insurance Services, Inc. is a California wholesale insurance broker (CMGA) that has licensing and expertise to place business in both admitted and non-admitted markets for personal lines insurance and commercial lines insurance in California and surrounding areas.

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