Birthday Cards and Previous Customers
My birthday passed recently, and in addition to the cards from friends and family, I received three cards from previous and current insurance agents of mine.
Now, the reason I've switched insurers somewhat frequently is because I work at InsureMe and understand the importance of shopping my insurance every six months. Each time I've shopped, the next guy/gal has been able to give similar coverage for a lower premium. Boom. Done.
When I've broken up with previous agents, I've explained this to them. My last agent, one of the nicest guys I've ever met and a fellow Iowan (who went to high school with my mother, no less), was tough to walk away from. But he, like the one before him, understood. And they've both continued to use my birthday to create a touchpoint—not only to wish me well, but to remind me of the great times we had together. I appreciate that.
But it's important, I think, to go above and beyond here. The average we-ordered-these-cards-in-bulk correspondence doesn't do anything for me. I know all your other clients get the exact same card with the scribbled signatures of you and your office assistants. That doesn't make me feel special...and let me tell you—people like to feel special.
I'm sure some of you are saying, "Yeah...we can't afford to send $5 Starbucks gift card to our previous customers. Too expensive." Okay, I get that. But try to add value in another way. For instance, one of my previous agents offered this tip in fine print in the interior of the card: "It's your birthday...time to renew your driver's license?"
Oh, man...is it? I had no idea. And you better believe I checked my license to see if it was time to waste a day of my life go to the DMV.
Think about the touchpoints you have with previous clients. I can tell you from experience that I keep my ex-agents in mind come shopping time. And for those of you sending birthday cards and the like to existing clients…step it up. Let me know I’m special. Even if, to you, I’m just another notch in your belt.
Comments
Great article Megan! I think I might have mentioned it here before, and no doubt others have mentioned to it to you too - people are sick of the far from personal approaches of many big companies! People like the personal approach and they like to feel special. Even the smallest things with a card can make people feel good. As a fellow insurance professional, I know a card with a coupon for coffee or lunch works a treat.
Posted by: Michaela Roberts | February 1, 2007 09:47 PM
Sending a birthday card to a previous client also lets that person know that you've kept their personal information, i.e, date of birth and possibly SS#. I don't mean to be negative, but I'm always afraid to do that for this reason now due to the privacy act, etc etc etc
Posted by: louise | February 2, 2007 04:22 AM
Interesting point, Louise. There's a certain comfort in thinking that my past insurance providers have flushed me from their system.
Posted by: Peter | February 2, 2007 08:41 AM
Good counterpoint, Louise! So do you refrain from reaching out to past clients altogether? If not, what opportunities do you use to create touchpoints?
And Michaela, thanks for your comment. I agree—anything you can do to convey human versus corporate is pretty meaningful to today's consumer.
Posted by: Megan Mahan | February 2, 2007 10:22 AM