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March 19, 2019

Last Updated on March 1, 2022 by Jacques Wong, B.Sc.

I was browsing on Youtube this weekend trying to kill some time before a dinner date when this video popped up on my recommendations list. While all of these business leaders make valuable points and give a lot of food for thought, the one that stood out to me the most was the one Warren Buffett made right at the start of the video (at around 00:06) around customer service.

To paraphrase, he said that the main thing you should focus on is how to delight your customers – not how to satisfy them – but to delight them. No company has ever failed with millions of delighted customers.

I think this couldn’t be more true. And while you think this might not apply to such a mundane industry, nothing could be further from the truth. Think about all of the ways you can delight your customers in every conversation, how you can go the extra mile for them in every customer service scenario.

For example, if a customer comes to you asking about how they can download their policy documents from your brokerage’s website, don’t just send them a link to your website or to a how-to page. Walk them through the process, stay on the phone with them until they find it. Take the opportunity to teach them about your insurance brokerage’s policy document management system. Not only will they appreciate your effort and become a loyal customer, they would learn about the system and likely won’t need to ask for help again in the future.

Other things you can do include putting helpful information on your website, responding to customers promptly (even after hours or on weekends). Or when a customer emails you with an urgent question, pick up the phone, call them and help them resolve the issue right then and there. They’ll appreciate that extra level of service.

The bottom line is this: if you can delight your customers, you will be successful regardless of what business you’re in. If it works for Jeff Bezos @ Amazon and Mr. Buffett, it’ll work for you too.

If you’re interested in learning more about this or training your brokers on this topic, we will be releasing an Accredited CE Course worth 1 RIBO Management credit on this topic soon. If you want to know how I put this principle into practice or have feedback on this article, contact me.

Jacques Wong is the CEO and Director of Education at PNC Learning. An award-winning licensed insurance broker with over 15 years of experience in both education and the insurance industry, Jacques is recognized for his expertise and effective communication strategies. He achieved the highest provincial scores on his CAIB* 3 and CAIB* 4 exams and contributes to leading insurance publications. Jacques is dedicated to making insurance knowledge accessible for everyone through his unique approach and online content.

Jacques Wong

 Jacques wong

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