Inside Reality Versus Outside Perception

So, why should customers choose your agency over another? You know the answer to that question: because you’re great at what you do, right? But that’s just the inside reality of your business. That’s not what leads see right away; they have an outside perception of your business, which might be different from what you think it is. It’s important to know the difference between the inside reality and outside perception of your agency, since understanding this will help your business grow even more.

Inside Realitybrain with many words throughout it

The inside reality of your business is basically who you are and how good you are at providing your service. It’s also how you perceive your business – and you might simply assume that you are doing a great job, and have loyal and happy customers, and that’s enough. But take a good, hard look at your business: if your inside reality is not matching up to the amount of business you’re doing, you have some work to do.

Even if you are meeting your customers’ needs, it doesn’t mean that other customers are going to instantly come to you or seek out your business. You still have to market your business with the outside perception in mind, and not just rely on happy customers and their word of mouth.

Outside Perception

This is how your business is perceived or viewed by the outside world, especially customers and prospects, based on their interactions with you and your business. They will form this outside perception based on their past experiences with you, and on the ways you communicate with them, as well.

And remember: you can have great customer service, and your current customers might love you, but that doesn’t mean you have a strong outside perception. You still need to be able to communicate your positive inside reality to those on the outside.

What You Can Do

If you don’t communicate your inside reality in an effective enough way to influence your outside reality, people will perceive that you are no better or worse than any other agent. This is why marketing is very important. So, how can you begin boosting your outside perception?

hands with different pictures around it
You need to figure out your customer touchpoints and see how people are coming to you in the first place.

The first thing you should do is figure out your customer touchpoints and see how people are coming to you in the first place. Then you can determine the best course of action when it comes to marketing, so you can get leads and customers to know, like, trust, buy from, and refer you to others.

A great way to do this is to get on social media and show how you can help solve their problems and provide answers to their questions. Get on multiple platforms, and be as active as you can. Once you’ve established yourself there, then you’ll be in a better position to show that you’re the best and can offer the best value around.

Your social media accounts should also refer people to your website, which can be a big boost to your outside perception. So, take a look at your website and see if there are ways you can improve it. Use this space to show what makes you unique, and how prospects should judge what you can offer them. Consider how you provide value in ways that other agents might not.

Remember, though, there has to be a balance between focusing on working on your inside reality and marketing your outside perception, because if you spend too much time on the latter, it will seem like you are being fake, pushy, or selling a lie about how great you are. On the other hand, if you focus too much on inside reality and don’t know how to market yourself properly, you will be setting yourself up for failure.

Looking For Leads?

Marketing is crucial when it comes to growing your agency, and so is building your customer list. And what better way to do this than by getting hand-delivered, ready-to-buy leads from Benepath? When you work with Benepath, receiving reliable, exclusive leads is the easy part.

We provide real-time leads through a secured process and give you a customized thank-you page so your leads will be ready for your call. This thank-you page assures leads that they won’t be bounced around between agents and gives them a feeling of connection with you right from the start. We offer the leads, and, while it is up to you to properly nurture your leads, we’ll be behind you every step of the way. You’ll find, though, that our leads don’t need much nurturing because they are ready to speak with you and buy your product! But if they do need some nurturing, follow the effective ways mentioned above to seal the deal. To get more information, fill out the form below or call 866-368-0377.

How to Determine and Analyze Customer Touchpoints

Customer satisfaction is vital to the success of your business, but improving your levels of customer satisfaction can be tricky. If you feel like you need a little bit of help in that department, you should first determine what your customers’ touchpoints are, so you can zero in on them and make changes to meet their needs and expectations. If you don’t know your customers’ touchpoints, no worries, we can help you figure them out and analyze them so you can make them work in your favor.

What Are Customer TouchPoints?hand touching a star shape

A touchpoint is any time a potential customer comes in contact with your business – before, during, or after working with you. This is your brand’s point of customer contact from the beginning to the end, starting from initial contact with your customer, whether it is intentional or not. For example, scheduling a meeting with a customer initiates an intentional touchpoint, but if they reach you through your website, or after seeing ratings and reviews from other customers, this is an unintentional touchpoint.

How Do You Identify Your Touchpoints?

Inventory Your Touchpoints

To identify your customers’ touchpoints and make sure that customers are satisfied at every step of their journey with your business, you should create a process map. The map will identify the touchpoints, or all the ways a customer encounters your brand throughout the customer life cycle:

  • Acquisition
  • Determination
  • Decision-making
  • Cultivation
  • Profiling
  • Termination and win-back

Take these touchpoints and group them where they occur in the customer life cycle. Include every manner in which customers encounter your brand, such as:

  • Website, blog, social media
  • Emails, newsletters
  • Calls
  • Customer surveys
  • Sales contracts
  • Ratings and reviews

    customer life cycle infographic in the shape of a colorful flower
    Understanding a customer’s life cycle can help you determine what the touchpoints are and how to rate them.

What’s The Purpose?

After you’ve done this, you will need to identify the purpose behind each of these touchpoints, which becomes easier after grouping them according to their position in the customer life cycle. Your purposes can include:

  • Developing a lead
  • Influencing a decision
  • Building loyalty
  • Making a sale
  • Solving an issue

Rate Impact

Once you have identified your touchpoints and their purposes, you will then have to rate their impact. Which touchpoints resonate most with customers? Which ones bring in more customers and satisfy their needs most effectively? For example, will an email make your customers want to renew their plans? Or would a phone call?

A touchpoint analysis is a great way to assess how customers perceive your brand. Each touchpoint has its own impact, depending on the situation and needs of your lead/customers. The best way to find out how effective your different touchpoints are is by creating a scale from 1 to 10 and rating each touchpoint’s impact and effectiveness. 1 is the highest impact and 10 is the lowest: if a touchpoint creates more interactions and drives value, rate it higher up the scale. After this, you can create a plan that will improve customer retention, increase sales conversion, and cultivate brand loyalty!

Touchpoint Action Plan

Trying to figure out how to increase customer satisfaction and increase sales when you have so many different touchpoints can be overwhelming. So, once you have identified and sorted the touchpoints on your list from above, create an action plan for the ones that rate higher than a 5. We recommend starting by focusing on the ones that seem like the easiest wins, and by looking at something you can change that will have a real impact on how customers view your business. You can:

  • Develop an outreach plan for customers that are coming up to their renewal times by sending them regular email/SMS alerts starting 5-6 weeks before the renewal date. This will increase customer satisfaction and retention. update written on a cellphone's screen
  • Improve your website, blog, emails, and social media presence. This can cultivate brand awareness and loyalty.
  • Focus on cross-selling opportunities: according to one study, 69% of customers want agents to contact them about the coverage they might not have, and 81% are receptive to information from their agent about how to save money. This will focus on increasing sales conversion.

Touchpoints are important to identify, so you can improve them and boost your business. Remember, customers are your most valuable asset, so you should always be looking for ways to improve your customer experience, including identifying and focusing on your touchpoints, analyzing them, and seeing where you should make improvements.

In the meantime, if you are looking for a push in the right direction, Benepath can help. We offer exclusive leads who are ready to buy, all you have to do is tell us when you are available to work with them! Benepath will provide you with better tools, more guidance, unsurpassed sales training, and techniques from the most successful agents and trainers in the industry, not to mention the best leads available!

To get more information, fill out the form above, or call 866-368-0377.


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