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Category: Loyalty · 4 min read

How to Give Your Clients a Great Customer Experience

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on May 28, 2019

author profile photo

on May 28, 2019

Professional man talking through something with others at a meeting table

A prospect has just reached out to you. They need your help.  

They’re either trying to figure out their retirement strategy, or they want to determine when they can retire. They want professional advice, and they’ve chosen you. So, now it’s up to you to deliver.  

But how you deliver is key. Your clients and prospects expect to be treated with care. They want a great experience where you go above and beyond what they expect, and it’s vital to them that you follow through. According to a Gladly customer service report, 74 percent of people said quality customer service is very important, and may be the most significant factor when making a purchase.1  

So, how do you do that? How do you deliver on quality customer service?  

Here are some ideas.  

74 percent of people said quality customer service is very important, and may be the most significant factor when making a purchase.

Treat Them Like Family 

The same Gladly study found that 61 percent of people feel like they’re treated like case numbers, instead of people.1 When you sit down with a client, how do you view them? Do you talk to them like they’re a valuable human being, or do you treat them as just another client?  

Let’s take it a step further. It’s not enough to treat your prospect and clients like valuable human beings. You should treat them like family. That means bending over backwards to help them, being supportive, and doing everything you can to provide a solution that fits their needs. It’s getting to know them personally, so they feel appreciated and noticed. It’s spending time with them to be able to effectively help them.

This may seem strange at first, but your prospects and clients want that human and personal approach. Connect on a familial, relational level, and see how it changes your conversations. 


Make it Personal and Customized 

Speaking of personal, 59 percent value personalized customer service over speed.1 So, how personal is your client experience? Are you personalizing every communication and meeting with your prospects and clients? If not, you should. 

Personalizing your client experience can make the whole thing feel like a big deal to your clients. And that’s a good thing. This may mean making sure you add a personal note to all your emails to prospects and clients. Or, it could be ensuring that the solutions you present to your clients are customized with their information. This shows that you’re committed to helping them, and you’re taking that extra step to give them a better experience. 


Actively Listen to Them 

How are your listening skills? As you meet with prospects and clients, it’s natural for your brain to tune out a little bit and multi-task or start thinking about how you’re going to respond to what the prospect or client is saying. But it takes some extra listening power to truly understand what’s being said and actively listen. Focus on what your prospect or client is telling you, and ask follow-up questions before reaching a solution.  

Gladly also found that 54 percent of people base their decisions on customer service, and 19 percent believe it’s the most important deciding factor.1 Actively listening to your clients and hearing what they want and need can be an extra boost of quality service that sets you apart.    


Make Your Follow-Ups Matter 

Your follow-up emails and phone calls can make a big difference to your clients’ experience. You just met with them, talked about their goals and concerns, and now you’re working on a solution for them. But don’t go dark. Follow up shortly after the meeting to remind them that you’re working on a strategy for them. Even a simple reminder like this can help reassure your prospects and clients that you haven’t forgotten about them.  

Actively listening to your clients and hearing what they want and need can be an extra boost of quality service that sets you apart.

Remember Their Milestones  

The customer experience goes beyond follow-ups, reminder emails, and appointments. It’s an ongoing process. To keep your quality service going, don’t forget about your clients’ important milestones. That includes birthdays, wedding anniversaries, or other key life events and dates. Reach out to them, send them a card or an email, and let them know you’re thinking of them. It may not sound like a big deal, but it can go a long way to help boost your relationship with them.  


Invite Them to Events 

It’s time to access your inner event planner. If you don’t currently host client appreciation events, it may be a good thing to consider. Events are not only a good way to reconnect with your clients, they are also a valuable way to show how much you appreciate them and thank them for their business.  

But don’t view events like these as a sales opportunity. It’s another aspect of your customer experience and a way to tell your clients that you care. 

Let’s finish with one more insight from Gladly: 92 percent of people said they would switch to another company if they had three or less bad customer service experiences.1 Don’t let it get to this point. Take care of your clients, and make sure their experiences with you are great ones.  


1. Gladly. “2018 Customer Service Expectations Survey.” 2018. 


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Written By

Kelly McCarty

Executive Vice President

Kelly McCarty is the Executive Vice President of Brokers International. Kelly has a passion for educating, retaining, recruiting, and helping IMOs/FMOs build their agencies, and is committed to building and retaining strong relationships with producers, agencies, and carriers. Kelly also serves as a Member of the Brokers International Board of Directors and was designated as the organization's Ambassador in 2016.

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