Assess clients’ needs and modify service accordingly
Be proactive and contact your client in advance of renewal armed with any new information you've collected during your touchpoints throughout the year. When you are proactive with content and information updates with your clients and involved in the community, your clients know you are there and will likely renew. Research shows that 90% of clients that have been touched 3 times in the policy period renew with that agency.
1. Be proactive with renewals
Proactively reach out to the client prior to the renewal with a proposal inclusive of comparable quotes and rate increase explanations. With a management system in place, outreach can be automated. If rate changes are necessary, take care to clearly explain the renewal increase. Use this as an opportunity to update the profile you have on your customer in your agency management system.
BEST PRACTICE: A key recommendation is to start the renewal process 90-120 days out from the actual renewal date.
2. Cementing client engagement
An ongoing goal is to keep clients engaged with meaningful communication so the value you bring is top of mind, not price. This phase is a perfect opportunity to implement great client nurturing tools that allow agents to reach out and request Net Promoter Scores and testimonials in the months prior to renewal. This minimizes the friction at renewal if a client has previously provided a positive assessment of the agency. People who have scored the agency high are less likely to reconsider their opinion of the agency at renewal. And if a client does provide a negative score or review, there is time to address and correct the problematic issue prior to renewal.