In today’s competitive insurance markets, understanding customer perspectives is key for agents to provide suitable products and value-added advisory. Here are some tips for agents to gain better customer insights:
Ask Probing Questions
Have in-depth conversations with customers to comprehend their protection needs and priorities before recommending products. Ask questions to understand their lifestyle, family, income, assets, debts, health conditions, and future goals. This provides a 360-degree view of their risk profile and insurance needs.
Conduct Customer Analysis
Carry out a structured customer analysis by using tools like financial health checks and risk analyzer questionnaires. This gives insights into current coverage gaps, ideal life & health covers, and other insurance needs. Customer analysis provides data-backed recommendations.
Leverage Customer Data
Maintain a system to capture every customer interaction and transaction to build a database. Develop customer profiles based on demographics, family, income, policy types, premiums paid, claims history and more. Analyzing data provides segment-wise insights to tailor engagement.
Monitor Purchase Drivers
Study recurring triggers influencing insurance purchase decisions through customer conversations and surveys. Key drivers could be life milestones like marriages or childbirth, asset acquisitions, accidents, awareness campaigns or peers’ recommendations. Tracking helps devise targeted solutions.
Understand Pain Points
Identify pain points and friction in the insurance purchase and service experience by soliciting customer feedback. Common ones include complex products, claim hurdles, lack of transparency in communications and delays. Addressing pain areas is vital.
Keep Track of Objections
Note common product objections raised by customers during the sales process. Objections could be regarding premium affordability, inability to comprehend policy terms, exclusions/limitations or lack of post-purchase service quality. Overcoming objections is key to converting prospects.
Adopt Buyer Personas
Develop illustrative buyer personas based on real customer archetypes. Personas represent distinct customer segments based on demographics, behaviors, attitudes, insurance needs, and preferred engagement channels. Designing solutions per personas provides relevance.
Adopting a customer-centric approach is vital for agents in today’s competitive insurance sector. The tips above will help agents unlock rich customer insights that can drive more relevant solutions, higher conversions, and stronger retention.
