Go Above and Beyond

So what else do your customers want from their insurance companies and from their agents?

There are several obvious services our consumers expect, and then there are the "little extras" that separate the average agency from the best practices agencies.

Let's start with the obvious: competitive pricing and comparison, communication, options, advice and problem solving.

For just about any product or service available, there always will be someone with a cheaper price or product. We believe most consumers do understand that you get what you pay for, but at least want to know that some effort has gone into price comparison. Letting your customer know you have run quotes from different carriers goes a long way to establishing your credibility.

Offering different options for each policy is another easy way to let your customers know you care about and are trying to assist them. Whether it is higher deductibles, installment options, payroll deduction for premiums or anything else available, consumers like options.

When the customer does have a problem, question or claim, this is when he needs you the most. Being readily accessible to help or solve problems is a major part of excellent customer service. Having someone on your staff available to receive calls during all hours of the work day is critical. Customers don't want to hear that no one can help because their agents are out to lunch or on other calls. This is not always easy to achieve, but it is what consumers except. Access in a time of emergency is a normal expectation these days.

Of course, all of these obvious services are moot if you do not communicate with your customers. If they never hear from you, how do they even know what you are doing for them?

Related: Read the article "Talk to your customers about disability" by Barry Lundquist.

Now let's move on to the not so obvious services that we refer to as "value-added." This list could be extensive because it would include anything you think may be of benefit to your client, the homeowner.

Our agency offers these value-added services and has affiliated divisions. If your agency does not have these departments in-house, there are plenty of professionals (attorneys, accountants, real estate agents, mortgage brokers and financial planners) in your market area you can team up with for the benefit of your homeowner.

Financial services

In the financial services arena, we offer life, health and disability insurance. These are certainly not products that most agencies can't offer, but being disciplined enough to make sure your personal lines customers are not overlooked is another matter. Retirement planning and long-term care are areas where our customers need assistance. Some of these products are available through their employers, but knowing that their personal lines agent can help them in these areas can do nothing but help your agency to keep a customer for life.

Sometimes just knowing who the real professional is in these areas can be the most important advice you can offer your clients. Of course, these offerings are not exactly value added, as there is a price attached to buying them. But the availability, reminder and follow-through for customers is value in itself.

Homeowner offerings

Everyone wants to know what their home is worth. We have found that offering mortgage services, advice and appraisal services are greatly appreciated by our customers. A home is the largest investment most people have ever made, so knowing what their investment is worth is an excellent service. Everyone knows the past few years have not been exactly great in the housing arena, but knowing the "real" value of a home can certainly help homeowners with their planning.

Official appraisals that cost several hundred dollars are not usually what customers need; a market analysis showing what has been sold and what is actively for sale will give your homeowner a realistic idea of value. Sure, you can get ballpark estimates via several computer programs, but they are never as accurate as having a real estate professional come in and inspect the home. It can also help to make sure your homeowners are not over- or under-insured.

Related: Read "Groupon as a marketing model" by Rick Gilman.

While appraising or inspecting homes, staging advice can be offered to make sure the maximum value is being received. Many times simple, inexpensive ways of improving the appearance of a home add value to a home.

When our clients have a VIP policy or, even worse yet, none at all, one of the questions we often get is: How do I know what my jewelry is worth? How about collections, interests and hobbies? Where do they go? Who do we see? Do the homework and partner with reputable jewelers, store owners or antique dealers to provide these type of services. The professionals and merchants appreciate the referrals and now you can help them with their commercial needs. We try to ensure that there are no or minimal costs or fees involved to obtain appraisals or this service may not be valued by your customer.

There has not been much positive press about the mortgage industry over the past few years, but most of our homeowners still have a mortgage and could benefit from some help. They often don't think of their insurance agent as someone who can help answer questions about their mortgages, but with the right affiliations, why not? Your customers obviously respect you as their agent or they would go elsewhere to find what they need.

We certainly are not advocating giving advice where you have no expertise, but if you research reliable mortgage sources, it is a win-win situation. Interest rates are at an all-time low and there is no reason for someone to be paying a high interest rate on a mortgage. Many homeowners can save hundreds of dollars a month by refinancing while reducing the term of the mortgage. Your homeowners will appreciate your interest in saving them money.

Taking that a step further, having a professional available to talk to the younger generation about buying a home and then qualifying them for a mortgage is a service with no cost attached. If and when they do purchase a home, they already know who they can turn to for advice.

Notary benefits

At some time or another, everyone needs a notary public service, access to copy and fax machines, document shredding—simple services that most insurance offices have available and can provide at no cost to their customers. People do remember the little things you do.

Of course, being active in your community is always essential to longevity in business. Most, if not all, insurance agencies are very aware of this and do a great job in their communities. This is just another way of letting your customers know you are there. This probably seems obvious to most of you, but it never hurts to have a gentle reminder.

The long and short of this is easy: Be the go-to source of information for your customers. Think about what other services you can offer your customers that will make you stand out above your competitors. Let them know you are more than just an agent who writes their home and auto coverage and collects a commission. Be the advocate they will turn to when they have a question that needs an answer.