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Agent to Agent: The Importance of Nurturing Your Loyal Insurance Customers

By Lindahl Lucas
Lucas Insurance Services, Inc.

Customer satisfaction is important to any business, but especially to those in the insurance industry. An agency’s accounts change with time, but maintaining contact with current clients is crucial. Although focusing on prospects is important to grow your business, taking the time to nurture your loyal customers will help the entire community see the value you place in their needs.

In order to gain the trust of your loyal customers, your team needs to better understand them. Here are some ways to think from the perspective of the client and work towards creating a nurturing environment for all:

  • Protect the current customer base by improving customer service to increase satisfaction rates. Then, focus on the customer lifecycle in order to improve renewals.
  • Segment your clients so you can identify your strongest territories and determine ways to enable other territories to adopt their successful behavior.
  • Remember that all customers are not created equal. Therefore, gaining a better understanding of the customer base, both new and existing, can help shift your mindset and help you focus on customer service.
  • Take the time to say thank you to your customers. This will go a long way and create a satisfying experience, making them feel appreciated.
  • Look at how your customers interact with your business so you can continue to improve your strategy to encourage better communication and build customer loyalty.


Nurturing customer loyalty is an ongoing, consistent process. While attracting new insurance clients is important, loyalty is critical to the success of your agency. This comes down to the quality and care that goes into your products and services as well as the strong relationships you have worked to maintain. Therefore, to keep your loyal customers coming back, you must nurture these relationships over time.

Lindahl Lucas is the owner of Lucas Insurance Services, Inc. based in Santa Clarita, California. The agency sells personal and business lines with a niche in entertainment insurance.