We've all been disappointed at different times in our lives — it's what we do with that disappointment that shows what type of person or business we are. If we are the source of the disappointment, how do we rectify the situation? Do we make excuses, find a solution or just ignore the situation and hope it will go away?
Customers are usually unhappy because someone delivered less than they promised, less than the customer expected, or less than what was required of the situation. Technology has significantly impacted customers' expectations. They expect to be able to communicate through multiple channels — via a smartphone app, computer, email, text or even over the phone. They want their information 24/7 and they want the work done faster than ever before.
For insurers this means adapting to and using new technology to meet or hopefully exceed their customers' expectations. Failure to do so will probably result in the customer going elsewhere for service.
This applies to everything from simple auto claims to complex environmental or workers' comp claims. Communication is one of the most important aspects of customer service — keeping the insured abreast of what is happening with a claim, providing information to expedite the recovery, advising of any complications or delays, and communicating via the insured's preferred channel.
Addressing a customer's disappointment provides a company with an opportunity to shine. Sometimes it's something as simple as a phone call to see why the individual is dissatisfied. Other times it may involve thinking outside of the proverbial box to solve the problem. But in a world where customer service frequently takes a back seat, and accurate and honest communication can be hard to find, making an effort to effectively solve a problem can mean the difference between keeping a customer or losing him to the competition.
Occasionally I hear from readers who take issue with something we've run in the magazine or online. If they've included a phone number in the email, I'm extremely likely to just pick up the phone and call them. Not to defend our position on a story, but because I genuinely want to hear what they have to say. (Yes, they are usually very surprised to hear from me.) What is the problem? Did we take something out of context? Did we miss something? We want to get it right every time, but if we miss the mark, listening to our customers is the best way to improve. We value our readers and want to make sure they aren't disappointed.
To make sure we're covering what you want to read, we'll be doing a reader survey later on this month. If you get the survey, please take the time to respond. If you don't get one, but have some things to share, drop me a line at pharman@alm.com.
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