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Today, facilitated by the Internet, nearly every business asks for feedback, with one dramatic exception: the insurance agency.

Most of us don’t ask how successful we’ve been at meeting the expectations of current and potential clients, either because we’re afraid of what we might find out or because we’re too busy. But a customer-satisfaction survey actually has a double payoff: It provides a benchmark for how you are doing and also communicates to customers that you care about your performance. In other words, your customers will know you’re interested.

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