Angela Marzolini is the vice chair of Pollara Strategic
Insights an independent Canadian market research firm. She is also the founder of InsurPOLL, a survey of Canadian insurance consumers. She says InsurPOLL surveys have proven that excellent customer service will produce its own business through recommendations. Highly satisfied customers are very likely to recommend good service to friends and family.
“The approach consumers prefer depends on the type of service they require,” Marzolini says. “Good customer service is about accommodating consumers’ needs and building relationships.”
According to the InsurPOLL survey, convenience and speed are important to customers; technology can provide excellent service by offering customers both. However, a broker’s business is about advising a customer and that is done best through face-to-face interaction.
© Copyright 2010 Rogers Publishing Ltd. This article first appeared in the June 2010 edition of Canadian Insurance Top Broker magazine.