Keys to Client Retention: Digital Communication

Communicating effectively with your clients is what drives client retention. Today, meaningful communication can go beyond a sit-down conversation.

Even when your client can’t see you, it’s important to still convey your message with positivity and professionalism. The more clearly, positively, and professionally you communicate, the more likely your clients are to choose you again in the future.

If you haven’t read part one of this series, check out Keys to Client Retention: Face-to-Face Communication.

Talking to Clients on the Phone

As an insurance agent, there will be many times when you’ll speak with clients via phone call, perhaps to set up an appointment or answer some questions they have regarding plans. A phone removes visual cues, so it’s essential to be intentional about how you’re communicating verbally.

Enunciate Clearly

Whenever you’re speaking with a client, but especially when talking over the phone, it’s important for you to enunciate clearly.

Don’t be condescending or insult your client’s understanding but speak slowly enough that you’re both on the same page. It could be frustrating if your client has to keep asking you to repeat yourself or if they can’t make out what you’re saying in your voicemail.

Ask for Clarification

If your client says something that you don’t quite catch, you should absolutely ask for clarification. It’s better to ask than to guess or assume and be incorrect.

Be Prepared

While unexpected calls can happen, try to be prepared for any client call if possible! If you can, have notes and information on hand so you don’t have to make a client wait while you sift through papers and try to answer their question.

Additionally, while notes are often helpful, don’t read from them like a script. Sound sincere — but not like a robot — when conversing with your client.

While notes are often helpful, don’t read from them like a script. Sound sincere — but not like a robot — when conversing with your client.

To keep client notes handy and easily accessible from your computer or cell phone, use IntegrityCONNECT! The Integrity platform has a comprehensive CRM for you to manage your clients, store plan and prescription information, and keep client notes.

You can access IntegrityCONNECT from the Integrity for Agents mobile app (available on the Google Play or Apple Store) or online here.

Give Clients Your Full Attention

Avoid multitasking when on the phone with a beneficiary. If you’re simultaneously folding laundry or making dinner, you may subtly be signaling disengagement. Clients can tell when you’re not devoting your full attention to them.

Convey Warmth

Finally, it may seem obvious but remember the person on the other end has no non-verbal cues (like nodding, shaking your head, or smiling). Because of this, all of your communication must be verbal and clear.

But just because you’re on the phone doesn’t mean your attitude or presentation should be any different than in person. In fact, some studies report that smiling while on the phone can actually help you sound more pleasant. Your client will be able to tell the difference in vocal intonation when you are smiling versus when you aren’t. Come across as congenial, but not fake or over the top.

A positive or negative phone experience can make or break your sale. According to AmplifAI, keeping your customers satisfied and providing high customer service will push 88 percent of customers to re-purchase. 75 percent of customers will even ignore the company’s mistakes after receiving satisfactory customer service — a phenomenon known as the service recovery paradox.

If you want to grow your client retention rates, it’s in your best interest to make sure your beneficiaries are pleased with your service!

Note: According to the Medicare Advantage & Part D Communication Requirements, you’re not permitted to make unsolicited phone calls to clients to market Medicare Advantage or Part D plans.

Contacting Clients via Email

Email is also a very practical way to get in touch with your clients. However, there are some situations when email is appropriate and times when it is not.

Use email when:

A client initiates and asks a question that needs a simple and straightforward response
You need to send a quick update, ask brief questions, or share plan information

Avoid email when:

The topic is complex or lengthy
Could be better suited for an in-person conversation
A message contains confidential or personal information

You should not contact your client by email if the topic of discussion is long and complex.

Ask your clients during your first meeting if they prefer emails or phone calls. This is helpful information you could store in their client profile in IntegrityCONNECT if you need a reminder. Some clients may have a preference with one form of communication over the other.

When you do email your clients, be as clear and succinct as possible. Format your email professionally with a salutation and a closing. Proofread your email thoroughly, and preferably, more than once.

Composing emails with professionalism and accuracy can contribute to your authority as an agent. It will also reflect positively on you if you respond in a timely manner.

Even if you consider yourself to be a productive, successful agent, an email that has been haphazardly thrown together, contains typos, or in any other way appears unprofessional can result in the loss of a sale — and possibly, the permanent loss of a customer. Keep your email game strong to keep your customers coming back!

Your digital presence extends to social media and should also be professional. Many Medicare-age individuals are quite active online and on social media. 90 percent of seniors today own a smart phone. And 46 percent of seniors surveyed by AARP use social media sites!

If you do interact with potential clients online, it’s important to never treat a like, follow, or comment as Permission to Contact (PTC). However, it is compliant to respond to a question or comment on a public social media forum. Just note that you should not address them beyond the scope of the question or statement.

Timeliness is important! If you do choose to have a X account or Facebook page that your clients can use to contact you, make sure you check it regularly. When you respond, use a positive and understanding tone in your writing. Social media can make interactions quick and convenient, but don’t let grammar or the quality of your response affect your professionalism.

If you’re a little leery of using social media to interact with clients, we’ve compiled a social media eBook with everything you need to know about the topic! It covers how to get started, why you should implement social media strategies, how to stay compliant, and even how to create quality content.

Grab your copy of Social Media Marketing for Insurance Agents here!

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How well you communicate with your clients can make a huge difference in your rates of client retention. Agents who are diligent, express themselves clearly, and have a thorough understanding of how to utilize the digital world to interact with beneficiaries will see clients coming back again and again.

Register with Ritter today to have access to IntegrityCONNECT to manage clients easily, access to more guides like our social media eBook, and the support of a full Sales team!