Ever notice when you are expecting something to happen, and it doesn’t, how disappointed you become?

This is a phenomenon I call Motivational Dip.  It is the disillusionment you experience when expectations are unfulfilled.  Here’s an example.  You buy a household product, take it home and it does not perform as you thought it would.  You are disappointed.  Hey, it happens.  You were really excited about this purchase and the instructions just didn’t help out – you are frustrated.  You call up the store and they are not knowledgeable and suggest you call the manufacturer.  You feel somewhat annoyed but call the 800 number and (after much delay) they are unable to respond adequately.  Now you are really dissatisfied.

This situation illustrates unmet expectations at many levels.  Initially, perhaps your understanding of the product was incorrect, the performance misunderstood, or the device just did not do its job.  Whatever the initial reason, the problem was made worse by the poor service process, and attitude from the people you depended on to resolve your concern.  And the greater the disappointment, the more unlikely you will be to buy future products from that manufacturer or store.

Now, lets look at our world.  A prospect becomes a customer.  They moved their account to you with high expectations - created during the sales process – and they anticipate great things from the new relationship.  Time goes by and nothing happens; no contact, no policy, nothing.  The belief the new client had in the excellence of your service turns sour and the confidence they had in buying from you is spoiled.  As with the consumer product example, the higher the anticipation going in, the more profound the disappointment will be afterwards.

The longer time goes by before someone contacts the customer, the harder it is to reverse the impression of poor service.  In the chart above, the curved line represents the declining satisfaction the customer experiences after the sale when there is no follow up on the promises made during the sale.

Anticipated satisfaction and the possible Motivational Dip in large accounts or with significant relationships (key agencies) is even more pronounced.  The Agent, as an example, is led to believe they are something special and will have their interests attended to.  They have an expectation of high quality professional service and should this not be met the worse their frustration will be.

Its not just sales – its every transaction or request for service.  When we call in to have something fixed. We expect it to be fixed, period.  And we expect it to be done quickly, professionally and with minimal disturbance on our parts.

Keep your customer’s perspective in mind when you think through your customer service process and policies.

• Respond to calls, letters and emails quickly and professionally

• Keep your promises

• Have answers or when you don’t give the caller realistic timeframes when you will have them

• Never let your emotions show over the phone, no matter how frustrated you are

• Don’t blame another department, you create a negative image of your entire company

• Own the problem and see it through to resolution

• The customer is never an interruption of your work, they are your work!

If a customers’ experience dealing with your company is not what they expect it to be, you can severely impact your bottom line and long term trusting relationships.  Solutions are available and they are not complicated or expensive. Especially when you consider the alternatives - call us.

Balbresky Consulting Services
Insurance Training for Bottom Line Results
(856) 985 – 0955
pbalbresky@verizon.net

http://insurancetrainingbypaul.com

Copyright 2006 by Paul Balbresky. Used with permission.