The Myth of 24/7
January 24, 2012 by Rick Morgan · 2 Comments
When I speak with insurance agents and brokers, I hear a common belief that in today’s world, 24/7 availability is required to be competitive. And who can blame them? In our instant gratification society there is an expectation that consumers want full access to all information whenever they want it.
But what exactly does “24/7” mean and is it really necessary?
If you believe the argument that auto insurance is a commodity, then the 24/7 expectation is justified. Yet, what your customers are buying from you, the agent, is more than a quote or a policy—they also are getting a personalized service built on a trusted relationship. Perhaps geckos don’t sleep but living, breathing insurance agents need their rest.
Clearly, mobile, social, and Internet technologies have created more channels to reach the consumer and for the consumer to reach you. Whether it is high noon, midnight or a weekend, 24/7 capabilities have made predicting when a customer will want access more difficult than ever—and added a level of expectation that for most agents is impossible to achieve. Rather than getting pulled into the 24/7 games of the online and direct carriers, use these technologies to amplify the unique value you offer as an independent agent. Use those technologies to build a strong online brand personality and engage with your community.
Don’t get me wrong. I am not saying that you don’t need to have “after hours” emergency contact numbers and a website with some self-service options. Just don’t lose sight of the fact that your customers are doing business with you because they value your expertise and have access to you and your advice and guidance in time of need. I think your customers value that more then being able to “shop” insurance at 2 a.m.
What’s your take and how are you using the new technologies to strengthen your brand?
About Rick Morgan
Rick,
Absolutely on point- the reality is that the 8 PM phone call is much more likely than the 3 AM phone call from a customer. Almost nobody shops for insurance at 3 AM, but more and more people shop for it on weekends or evenings when they’re not at work or school. I think having evening and weekend hours and/or availability is critical, and as you say, with online/social media options, 24 hour claims numbers, etc., there are easy ways to meet the needs of the very small percentage of people who need answers at 3 AM.
Paul
Well said Rick!