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Going Beyond the Terms and Services for Your Clients

The article advises agencies to strengthen client relationships by sending personalized handwritten notes—especially to top clients—both during and outside the holiday season, and recommends tracking these efforts through CRM systems to measure engagement and optimize client nurturing strategies alongside digital service investments.

Your Clients Mean the World to You and Your Agency, Be Sure They Know It!

As we approach the holiday season, take the time to identify your key clients and reach out to them with a handwritten note, letting them know how much you value their business and relationship. Taking five to ten minutes and collecting your thoughts can pay significant dividends for your agency and adds another differentiator to your business. Even if you don’t have the resources to fully apply The Pareto Principle (also known as the 80/20 rule, which states that, for many events, roughly 80% of the effects come from 20% of the causes) to your client base, select your top five and go from there. To make your gesture even more impactful, start sending notes outside the regular holiday season. The reason for this is that it’s unexpected and will catch the attention of your insureds and not get lost in the holiday shuffle.

Want To Track Those Efforts?

For those that want to track their ROI, it can be as easy or as complex as they would like. A good place to start is recording the clients that are receiving personal notes in a CRM and compare their engagement with your agency (renewals, social posts, industry events, referrals) with those that aren’t receiving any personal messaging. As you get more creative with your nurturing strategy, be sure to record your activities in detail. This will help build a strong baseline of your efforts and allow you to optimize your strategy in 2020. As you continue to invest in client-facing services such as chatbots, app portals, and digital payments, don’t forget to invest in your relationship with your clients.

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