The Importance of Keeping Up-to-Date Data and Managing It ProperlyMasters of Marketing | August 28, 2014

Jennifer FitzsimmonsAgencyBuzz Product Manager

Over 50% of New Agents Fail Within the First YearThere are very few agents who thrive when they first get started in the industry. What’s their secret? Accurate contact data and an effective contact management system in place.

Keeping your customer information up-to-date is vital to your agencies success. Failure to do so could result in costly and embarrassing mistakes. Customer data deteriorates fast. In fact, if you fail to maintain it, you will find that much of your data is useless within 3 years.

Update Your Records Regularly

• You have a responsibility to many folks to keep your policy and contact data up-to-date. • Avoid wasting time and resources on sending bad info to

bad addresses.

• If you’ve never cleaned your data, consult a professional service.

• Ensure that you have guaranteed data and not just assumed data by contacting customers directly and regulary.

In an Emergency, Up-to-Date Data is More Important Than Ever • Natural Disasters – Where to find shelter? Is there an

evacuation? Should your clients be boarding up their windows? Where to find clean water?

• Tragedy – Is there a lockdown? Are there updates from authorities? Mobile services down? How to locate family members?

• CAT Teams – Is your agency closed due to storms or lockdowns? Where can clients find CAT teams for claims? How can they contact you if they need you?

Delete with Caution

• ALWAYS avoid deleting data when possible – change of status is a better option.

• Keep all data until you’re POSITIVE that it is no longer useful.

• Make changes IMMEDIATELY after you’ve been notified of out-of-date data.

• Backup and archive EVERY DAY.

• There is NO EXCUSE for not having up-to-date data.

Why Agencies Need a Contact Management System in Place• Outlook and office suites are inadequate and not made

specifically for any industry, especially insurance.

• Your memory isn’t as good as you think it is.

• Lack of integration leaves room for errors and laziness.

• If you’re agency is still only using paper files, you’ll never be able to keep up with agencies who are going paperless. A paper backup is one thing, but only paper files is a terrifying prospect.

• Your computer is your friend and not a paperweight.

Think about a few scenarios…

• Can’t remember who this person is or what business you do, or do not, have with them.

• Cross-selling or up-selling campaigns

• Segmenting lists by zip-code, referral source, age range, carrier, producer/CSR, agency location, etc.

• Filtering mailings to your target audience

• Split testing

Integration or easy to update many records at once is a MUST• Data is up-to-date across the board• Nothing falls through the cracks• Having 3 systems, but only keeping one up-to-date

is a WASTE OF MONEY• Having a system and using it are two different

things• Automated mailings when a status changes or your

carrier downloads come in. • Integrate with website so all form submissions are

contacted immediately.

In AgencyBuzz, data up-keep is easier than you think. Let’s take a look.