BEST PRACTICE:
SOLICITATION OF FEEDBACK

Industry perspective:
 Auto purchase?
 Service industry? (e.g. hotels, doctors)
 Chain restaurants?
 Ebay purchase?
 Insurance industry?

Industry perspective:
 Insurance industry?
Historically, we haven’t wanted to know.

Why solicit feedback?


Best ideas come from the field (?)
Best information comes from those who “live it”
 How will you know unless you ask?

WARNING! WARNING!

(If you’re not going to do something with it don’t ask!)

Why solicit feedback?
Historically, we haven’t wanted to know.
Historically, we weren’t going to do anything about it anyway.

1. Comment Cards - Customers

1. Comment Cards a. Customer service critique

1. Comment Cards a.
Customer service critique b. Privacy mailing comment card

1. Comment Cards a.
Customer service critique b.
Privacy mailing comment card c. Policy cancellation follow up

1. Comment Cards
Ask the questions, and always leave space for Open Comments, e.g. “What else would you like to tell us?”

2. Surveys
Customers
Agents
Employees

Customer: Surveys

Customer: Telephone Survey
Add-on to current calls.

Customer: Written Survey

Customer attitudes toward the company

Service levels in field

Replacement disclosure

Opinions on sales material – understanding

Policy delivery

Agents: Surveys
(hard copy or internet) a. Annual vs b. Quarterly

Agents: Surveys b. Quarterly
 Advertising
 Training needs
 Product comments
 Ease of working with the company

Agents: Surveys
Annual or Quarterly
• Use white space and check boxes!
• Appear to be brief!
• Offer motivation to complete and submit!

Employees: Survey

Employees: Survey
(hard copy or intranet)
 Employee satisfaction.
 Training they feel lacking.
 Suggestions for improvement.
 Skill sets for the company (e.g. CPR, languages spoken or written).

Employees: Survey
 Employee satisfaction.
 Training they feel lacking.
 Suggestions for improvement.
 Skill sets for the company (e.g. CPR, languages spoken or written).

2. Surveys
A. Set a base line to measure against annually.
B. ALWAYS include an Open
Comments section, e.g.
“What else would you like us to know?”

3. Input on advertising:
Customers,
Agents,
Employees

3. Input on advertising

3. Input on advertising

3. Input on advertising
 Focus groups at regional meetings

3. Input on advertising
 Focus groups at regional meetings
 President’s Council

3. Input on advertising
 Focus groups at regional meetings
 President’s Council*
 Agent Advisory Council*
* By telecon or in person

3. Input on advertising
 Focus groups at regional meetings
 President’s Council
 Agent Advisory Council
 Annual Convention

3. Input on advertising

3. Input on advertising
 Focus group of the non-insurance savvy

3. Input on advertising
 Focus group of the non-insurance savvy
 Input by intranet

3. Input on advertising
 Focus group of the non-insurance savvy
 Input by intranet
 Grandmother / 8 th grader test

4. Training feedback

4. Training feedback
Include:
 Ratings specific to presentation and presenter

4. Training feedback
Include:
 Ratings specific to presentation and presenter.
 What additional training is wanted.

4. Training feedback
Include:

Ratings specific to presentation and presenter.

What additional training is wanted.

OPEN COMMENTS section.

4.
Training feedback
Good practice:
Always require training feedback!

4.
Training feedback
Best Practice:
 Collect information systematically,
 Assign review responsibility, and
 Improve or add training in response to the feedback.

4. Training feedback:
Follow Up

4. Training feedback:
Follow Up
A. 3 – 6 Weeks after Training
B. Ask about applicability
C. Ask about adequacy of initial
Training
D. Ask about need for additional training
E. Open Comments section!

5. Feedback on Problems

Problems of Customers

Complaint form for Customers
I. Gets all the information you need.
II.
Asks “What can we do to make you happy?”

Problems of Agents
Trust relationship between agency managers and compliance
=
“early warning system”.

Problems of Agents
Company culture
• Provides a safe method of reporting
• Rewards the behavior they want to encourage
• Makes an example of them – a GOOD one!

6.
Suggestion “Box”

6.
Suggestion Box o Get commitment of management before asking for input from employees.

6.
Suggestion Box o Get commitment of management before asking for input from employees.
o Make it “safe” for employees to make suggestions.

6.
Suggestion Box o Get commitment of management before asking for input from employees.
o Make it “safe” for employees to make suggestions.
o Assign responsibility for review to an employee/management team.

6.
Suggestion Box o Get commitment of management before asking for input from employees.
o Make it “safe” for employees to make suggestions.
o Assign responsibility for review to an employee/management team.
o Reward employees meaningfully
(e.g. $ for $).

6.
Suggestion Box
**** Lunch with the President ****
* 6-8 employees each month
* Promise to listen and answer
* Live up to promise

7.
Annual Performance Review

7.
Annual Performance Review
Notes:
Each employee writes a paragraph for the review discussion

7.
Annual Performance Review
Notes:
Each employee writes a paragraph for the review discussion
Paragraph includes specific incident(s) in which they made a decision or a difference

7.
Annual Performance Review
Notes:
Each employee writes a paragraph for the review discussion.
Paragraph includes specific incident(s) in which they made a decision or a difference.
May include use of a new Best Practice or demonstration of an improved process.

Why solicit feedback?
Historically, we haven’t wanted to know.
Historically, we weren’t going to do anything about it anyway.
And now we know better!

What to do with feedback?
From Customers:
A.
Collect data
B.
File or scan into permanent file
C.
Use data for improvement
D.
Notify customers (as appropriate) that improvements have been made.

What to do with feedback?
From Agents and Employees:
A.
Collect data
B.
Assign responsibility to review and recommend
C.
Use data and recommendations for improvement
D.
Let them know you heard and improved!

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