How to get clients to hear you the first time
Claims professionals spend two to three hours each week repeating information they’ve already provided to customers, said Carl Van, president and CEO of the International Insurance Institute.
It’s not because clients are forgetful, or because the industry professional wasn’t persuasive. It’s a matter of getting clients to retain the information they’ve been told.
Industry professionals can do that by asking more ‘nail down questions,’ Van said during the Canadian Independent Adjusters’ Association’s (CIAA) 4th annual Canadian Claims Summit.
“Our customers stop listening for two main reasons in claims,” said Van. “The number one reason is we say something the customer objects to.
“The number two reason is we use a word or phrase that they simply don’t understand.”
For the average customer, complex industry terminology, varying coverage options between insurers, and ever-changing policy terms add layers of complexity to their insurance experience. And it makes it harder for them to focus on new information.
Plus, it’s difficult for customers to recall everything that’s conveyed within a barrage of information.
It’s common practice that “the adjuster spews off a bunch of information, and then the customer starts asking questions, usually about what the adjuster just said, and then 15 minutes later, they call back with the exact same questions,” Van explained.
Industry professionals need to slow down, and ask their clients specific questions to confirm they’ve understood.
“If you make someone think about what you’re saying as you’re giving information, it automatically sends it down to long-term memory,” Van said. “If you don’t do that, it works just like first-in, first-out inventory.”
That’s where the nail down questions come in.
Nailing it down
According to Van, nail down questions are ones that solicit the answer ‘yes’ from your clients.
It’s not that industry professionals want clients to agree wholeheartedly with them, but to confirm that they’ve processed what has been said.
A nail down question allows an adjuster or broker to check in with the customer after only a few pieces of information have been conveyed. For example:
“I’m going to go ahead and assign you an appraiser, and they’re going to contact you within 48 hours to inspect your vehicle. Does that sound okay?” Van said.
Then: “Once they set the appointment…they’ll write an estimate. We’re going to give you a copy of that estimate. You can take that estimate to any body shop that you like. If you have any questions about the estimate, call me and the person that wrote it. Does that make sense?”
And: “You have a $250 deductible, so you will have to pay that at the time you pick up the vehicle. Will that be okay?”
Those kinds of questions engage clients at critical points at which they might otherwise tune out or get confused.
Since the answer to each question should be ‘yes’ to indicate they’ve processed the information, asking them helps a customer positively associate with the explanation. This should lead to them remembering it and reduce the number of repeat questions or phone calls.
Feature image by iStock.com/SDI Productions
