Client feedback and reviews stand as invaluable pillars of growth and improvement. By understanding and leveraging the insights provided by a client, your independent insurance agency can refine offerings, enhance client satisfaction, and ultimately, expand reach.
One of the most effective methods for gathering this essential feedback is through Net Promoter Score® (NPS®), a straightforward yet powerful tool designed to measure client loyalty and satisfaction.
What is NPS?
Even if you haven’t heard of Net Promoter Score (or NPS), you’ve likely seen it.
How likely is it that you would recommend us to a friend or colleague?
The answers range from 0 (not at all likely) to 10 (extremely likely).
The concept is simple. People who give a 9 or 10 are considered “promoters.” They are your ambassadors. Your cheerleaders. Your referral sources. The feedback they provide can highlight what your agency is doing right. On the other hand, scores below 9 can reveal areas for improvement, offering a chance to address client concerns.
-
Here’s a behind-the-scenes screenshot from our Fuse marketing automation platform to show you how NPS (Net Promoter Score) works.
How we use Net Promoter Score.
As you can imagine, with over 3,000 website and marketing automation clients, we have plenty of workflows and processes to ensure we don’t miss anything.
Throughout the year, our team sends an email (or activates a pop-up within our platform) asking the NPS question above. With close to 500 responses collected just this year, our year-to-date cumulative NPS is 65. Creators of NPS, Bain & Company, note that a score of 50 or above for the SaaS industry (Software as a Service) is excellent!
That’s pretty great! We have a bunch of fantastic comments and glowing testimonials (some of which you’ll find on our website).
We love it! It keeps us moving. But there’s a lot more to it than just the warm-and-fuzzies.
All NPS feedback is a chance to improve your agency.
NPS feedback is a prime learning opportunity for your independent insurance agency. Realize that every piece of feedback left by a client was written because they wanted to communicate something important to you about their experience.
Suddenly, NPS feedback goes from feel-good moments (or frustrating moments, we’ve all been there) to a source of continued education.
Don’t just take one sentiment as gospel. Having a pulse on the experience you’re providing clients is key to growing your agency. What is it that clients are loving about your service? What do they feel you could be doing better?
Turn NPS feedback into action items for your team.
Here’s recent feedback someone wrote about our world-class Client Experience team:
“The team was extremely helpful, and the video instructions they created were amazing! I was stressed over using AR for the first time to blast out an email, but it was simple with your help. THANK YOU!” – Vicky Simmons, Oberle Risk Strategies, LLC
Yes, this type of feedback is awesome. But it also is a wealth of information to help us improve as a business.
For starters, we can see a positive reaction to how we gave this client information via video. Noted. The client also identified a fear we helped solve. Our team now knows to consider if other clients have similar worries. Now, we have a game plan for future clients expressing these feelings.
The follow-up is the secret.
We all want to capture reviews and show them off, but let’s not forget to use client reviews as a chance to look inward and grow.
Even though it’s rare, if we receive anything other than a 10, we follow-up and ask them what we could have done better to earn a 10.
That feedback has been the most valuable.
For example, one agency told us that our onboarding process was great, but they’d love to have more training. That’s great feedback as we expand our client support offering.
Ask and you shall receive.
If we didn’t have a process to capture feedback, we’d be missing one of the most important parts of any successful company.
So, if you’re not using some type of measurement tool or survey within your agency, do it!
Our insurance marketing solutions include robust Reputation Management capabilities that allow you to measure Net Promoter Score (NPS) and collect 5-star reviews for your agency. Check it out and book a demo if you want to learn more.
You don’t know if you don’t ask.
