Communication is the foundation of success in any company. Your insurance agency is no different. And I’m not just talking about communication between your agents and your current customers, or communication on the phone with prospects – or even following up on leads. What about the feedback you get from the customers who decide to go with Geico after working with you?

It can certainly be a setback when you lose someone to a major carrier – but you have to learn from it so that you can do better next time. There is value to the feedback you can get from you customers – current, new, and even the ones who are no longer yours.

• Customer feedback allows  you to unveil any flaws in your process
• Customer feedback allows you to learn from your mistakes
• Customer feedback allows  you to see what you are doing right
• Customer feedback allows you to change your process and grow

How can you monitor customer feedback in your agency?

1. Administer a survey to all of your customers to gauge their satisfaction with any interaction you have with them
2. Monitor customer behavior – the Internet makes this really easy. You can use Google Analytics and other web tools to monitor your social media engagement and website engagement.
3. Ask the customer, point blank. Are you satisfied
   with how I helped you solve your problem? How can I better assist you?
4. Empower your employees to act – create a culture where client-facing agents feel as if they can talk to their clients about what they are doing, right, wrong or otherwise.
5. Always track the results of all customer feedback you receive, and discuss it as an agency.

Understanding your customers is all about making the most of customer feedback. Is your agency gathering any? If you are, be sure to discuss it as an agency so that you can learn from it. If you are not, perhaps you should consider discussing it at your next meeting!