Consistently, surveys produce these six reasons for retention losses.  There is little you can do about the first five. There’s a lot you can do about the last three, however. 

    . 1% die   

    . 3% move out of the area   

    . 5% buy from a friend or relative   

    . 9% buy from a competitor   

    . 14% dissatisfied with you or your service   

    . 68% leave because they believe you just don’t care 

The 9% who buy from a competitor are usually price-shoppers.  They leave at the drop of a nickel.  Well, maybe a dollar or two!  But if you are losing valued customers because of “dissatisfaction” or “the feeling you don’t care”, you need a KEEP marketing process. 

Do you have the facts you need?

KEEP Strategy #1:  Do you do exit interviews with customers who leave?  If you don't, start immediately. You need a handle on why they are leaving, and how you might turn things around to retain their business.  

Is it possible to win back lost accounts? Sure. Often, customers who leave find out that the new agent doesn’t meet their expectations. They have buyer’s remorse. They may be reluctant to admit it and come back to your agency.  They may be embarrassed or feel you would not welcome them back.   

KEEP Strategy #2:  When you lose a good customer, make sure you leave the door wide open for them to return.  One way is to send them a letter letting them know that you “miss them” and would welcome them back with open arms. NOTE: We have several letter ideas we can share with you. Contact us. 

What about customers who feel “you just don’t care?”  There are built-in touches: contact at renewal time and re-issuance of policies and billings. Unfortunately, these are the only touches that many agents make each year. Little wonder that their clients believe they only care about “show me the money!”   

KEEP Strategy #3:  Every agent needs to touch their customers several times a year.  It takes a plan.  It takes a commitment to a KEEP business process.  It takes the investment of time and money. Some ideas: 

         . Annual Reviews: You owe this service to your customers   

         . Customer Newsletter: Four issues a year recommended

        . “Howdy” Calls: CSR activity by phone or notes…20 a week = 1000 year 

        . “Call Me” Cards: Create customer response to talk about coverages      

        .  Correspondence stuffers: safety advisories, coverage ideas     

        . Agency Seminars with special invites to customers  

        . Welcoming Attitude: Friendly office environment, employees 

Today, customer satisfaction and retention are Number One marketing objectives for every agent.  It pays to make an investment in KEEP activities that demonstrate how much you care.