When was the last time you reviewed service letters? 

We recommend that agents review customer service letters stored in the computer at least every three years.  In our experience in doing marketing communications audits, we often find letters that are poorly phrased, have errors, are not warm and friendly, and, in some cases are downright insulting. 

What often happens is that different people in the agency with different personalities and styles write customer service letters.  Some write terse letters. Some write windy letters. Some use insurance jargon that only they understand! 

Here are some suggestions for a comprehensive letter review.

Use chunking process to do your letter review 

Pull out a few letters each week and review them carefully. Give every letter this Letter Test. 

Is the purpose for writing clearly stated?  Is the letter error-free—good syntax, no spelling errors? Does the letter convey a warm and friendly tone? Is it you oriented v we oriented?   

Does it communicate a benefit?  Does it cross-sell when appropriate? Does it ask for a referral when appropriate? Does your letterhead convey ALL the ways that the customer can reach your agency, including e-mail and your Web site address?   

Does it have a P.S.? Post Scripts get read!  Some good ones are: inviting your customer to keep visiting your Web site or a specific landing page, maybe a newsletter; be sure to provide the address; calling attention to an upgrade product such as Identity Theft; or asking for a referral. 

Proper Addressing 

Correct names and correct spelling of them are critical.  How many mailings have you received and found your name or address convoluted? Sends a bad message about how much that organization really cares about you and what kind of service it provides.

Also, check salutations.  Make sure the right gender approach is used. Can you use the customer’s first name in the salutation or should it be Mr. Jones or Mrs. Jones?  Can you use the short name that your customer goes by, instead of his or her formal surname---for example, Dear Don instead of Dear Donald? 

Thank You’s

 Always, always thank your customers for their business and continued confidence in your agency.  You would be surprised how many customer service letters do not include a thank you or other expression of appreciation for the customer’s loyalty.