Home / General / How do You Create Customer Loyalty? Why Do Consumers Stay with a Particular Agent or Carrier for Years?

How do You Create Customer Loyalty? Why Do Consumers Stay with a Particular Agent or Carrier for Years?


My private strains account has been with the identical insurance company since 1973, nearly 44 years as of this weblog put up. How I initially linked with them was via my mom who was employed at Al Phillips Insurance coverage Company in Nashville (now part of Brown & Brown).

So, why have I been with the identical company throughout 5 a long time? Do I keep as a result of they’re the most cost effective? Do I keep as a result of they’re the most effective? As a result of they’re best to do enterprise with? As a result of they’ve a nifty telephone app? What’s the supply of my fierce loyalty? Let me inform you a brief story…

Simply over 35 years in the past, my mom was identified with small-cell carcinoma, a really uncommon and aggressive type of pancreatic most cancers. She bravely fought this illness for over a yr via debilitating chemotherapy and surgical procedure till she misplaced her battle on Could 13, 1981. So, what does this must do with buyer loyalty and insurance companies?

In the course of the interval my mom was coping with her well being points, she may solely sometimes work on the Al Phillips company. She would go months with out with the ability to work, then may have the ability to go in for a half day just a few days per week, then again dwelling to recuperate from extra exams, chemo and surgical procedure. She was unable to work much more usually than she was in a position to enter the workplace.

So, what did Al Phillips do? He mailed her full paycheck each two weeks, no matter whether or not she was in a position to work or not. And her co-workers? They picked up the slack and took over most of her work, visited, introduced meals that she may tolerate, and in any other case took her thoughts off work and her situation.

I bought a name not lengthy after midnight on Could 13 that my mom was being rushed to the hospital and that I wanted to get there as rapidly and safely as doable. I used to be along with her when she took her final breath. And who was on the hospital after I bought there at the hours of darkness wee hours of the morning? Al Phillips and his spouse Jeri, weeping as arduous as I used to be.

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This is why I’ve been a lifetime buyer of the Al Phillips Insurance coverage Company. Possibly my expertise is exclusive and/or excessive, however I consider it’s what buyer loyalty is all about. Buyer loyalty shouldn’t be about worth. It’s not about comfort. It’s not about ease of doing enterprise. It’s not about “model.”

Actual buyer loyalty is all about emotional connections and relationships. It’s about an organizational tradition that’s palpably familial. My story is only one instance of how such emotional connections might be created. I’m certain there are various different methods, some huge, some small, however cumulatively highly effective. The secret’s the folks, their particular person and collective character, and the group’s tradition that places the welfare of staff and prospects first. All the time.

Does your group create such emotional connections, on some scale, internally and externally at each alternative? It’s actually not tough. Character and tradition are like a metal cable…you weave a strand of it every single day every time and shortly it can’t be damaged. Neither can the emotional bonds you create together with your employees and the folks you serve.

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