Boost customer lifetime value using these simple communications

Customer loyalty helps to drive long-term growth and profitability, through maximising customer lifetime value, cross-selling and referral opportunities. With perceived indifference acting as a reason for churn, having a simple and cost-effective customer communication plan in place can help maintain positive client engagement.

Effective customer communication options to choose from:

1.      Call them…

…but only at a mutually convenient time. A personal phone call can go a long way to make clients feel heard and cared for. It’s also a great time to introduce and encourage potential cross-sales and referral opportunities.

2.      A newsletter or weekly email

There’s a reason why your clients went to an independent broker - for personalised service. So stand out from the mass of corporate emails they receive daily by sending them something that really is relevant and beneficial to them.

When clients get an email or newsletter that feels personalised, they’re more likely to respond because they’re getting the one-on-one attention they signed up for. 

Get help creating your own company newsletter, with our new newsletter template on Broker Create.

3.      A handwritten card

With fewer cards and letters being posted in this fast-paced world, sending a handwritten card, for example at Christmas or to say ‘thank you’, can make clients feel special, helping you to stand out as a broker that goes above and beyond.

4.      A sales letter…

Consider using these simple ideas to create a letter that performs the job you want it to do, so that when they’re ready to buy, they think of you first.

5.       ‘I saw this and thought of you’

You probably know someone who sends you interesting articles or videos that they think you’ll like. So consider doing something similar for clients who you haven’t spoken to for a while. Try to do it regularly – and ideally, use a mix of useful lifestyle articles together with a sprinkling of valuable and relevant insurance-related updates. Check out Broker Create for content ideas, such as seasonal risk management guidance.

6.      Annual customer satisfaction survey

People like to give their opinions and the insight you’ll get from the replies to a survey could prove to be key to the success of future business development and customer retention plans. Plus, a survey is one way to help evidence your Consumer Duty requirements for demonstrating good customer outcomes.

Whatever you do, the advice must always be to keep it relevant, personal and valuable to the reader. Do this and your actions should keep you top of mind for when they’re ready to buy.

.