Your customers are evolving, and your customer service should, too. There’s a good chance they’re investigating your business before they ever meet you. In fact, over 70 per cent of consumers go online to research insurance before making a purchase. According to Google’s Zero Moment of Truth study, “Insurance shoppers used 11.7 sources of information on average to help them make their purchase decision.”
Creating a positive online presence to greet your potential customers is absolutely key to success.
Here are three tips to better welcome potential customers on the web.
1. Be Mobile
Consumers spend a lot of time conducting online research before they’re ready to talk to a broker. Now that mobile internet usage has surpassed desktop usage, we know most of this research is done on mobile devices. And consumers expect businesses to have mobile-friendly websites.
If you want to be part of this early “research stage” in the consumer’s journey, your website must be easily accessible on smartphones and tablets. You can be one of those 11.7 sources of information, but you need to publish your knowledge in a fully accessible fashion.
2. Provide Reviews
As a broker, you know how valuable “word of mouth” can be for generating business. However, you may not understand the importance of online reviews, or realize how many customers read reviews when they’re considering contacting you.
Consumers do read online reviews about products and services before they make purchases. It’s up to you – and your existing customers! – to ensure that yours are positive.
3. Blend Online with Offline
Publishing your advice online isn’t about avoiding phone calls or in-person meetings. It’s about connecting with insurance shoppers early, so you have a better chance to win their business.
Our experience tells us that even though consumers use the web to research their options, over 65 per cent still want the comfort of talking with a professional before they purchase.
Again, this is not about using technology to replace the independent broker as the trusted advisor. It’s about accurately educating consumers early on, so that they call you when they’re ready.