Customer Service Is Just Foreplay: The Modern Customer Experience Will Separate You From The Competition

As a longtime daily newspaper executive editor (later in marketing/PR), I always passed along advice to reporters that my mentor give me: Make your story sing and know when the music is over. So it hit home when Jason Cass (and Brian Appleton) advise those in the insurance industry to adapt to the technological times and make their approaches "sing." Even the best reporters know that simply gathering all the requisite facts won't make their stories "sing" if the text is not accessible and appealing to their audiences with anecdotal leads and the like (and the tricks to make that connection have changed significantly in recent years with shorter attention spans). The same is true in the insurance industry as this easy-to-read manual for modern times makes readily apparent. You don't have to be a technological genius to survive and flourish, but you absolutely must evolve (because your customers have) and know the ever-changing tools available and how to implement them--and the resources at your disposal if assistance is necessary. This book provides great insights on the latest techniques to maintain and grow your customer base, while avoiding dinosaur status. And, I would hasten to add, it is very accessible. It "sings" throughout.

Full disclosure, I've known Jason for a few years now and have worked closely with him for the past six months. During that time I've been to see first hand how much work he has put into this book. I have also been able to witness the real life, behind the scenes work that backs up everything he talks about in the book. Being a fellow insurance agent myself, there aren't too many of us that are that concerned with where our business is going and what we need to do to make it work in the future. Jason is just giving you the tip of the iceberg in his first book and is helping you set the course for how your agency needs to run and operate moving forward. If you aren't sure where to start and how to deliver an experience today's customers want, need and expect, than you can stop right here and start reading what all the foreplay is about right now.

A must for every independent agent !!! Practical ideas for today's insurance agent to be able to continue to compete against the threat of online competition. Jason gives great actionable tips on how agents can embrace technology and other "non" technical tactics to help drive growth and retention. A couple of my favorite quotes: "The agents who come out on top will be those who are most responsive to new ideas" "Communicate with customers by electronically funneling all conversations to your management system through digital platforms such as text, email and social media" Regarding an agency website: --- "Images and videos should also be prominently featured. Incorporate real pictures and background information on your agency and staff, a component that’s shown to be critical in customer engagement." -- "Unlike online-only insurance companies, you have the advantage of creating personal relationships with customers. Assigning a face to a name is one extra step that’ll set you apart." -- "It’s time to stop thinking of your website as a digital business card and start thinking of it as a customer conversion system." -- "A website is one of the most important tools your agency has. If used properly, it can turn opportunities into leads and leads into paying customers"

I'm a little biased towards this book because I know Jason professionally, but the tips, strategies and recommendations Jason covers in this book shouldn't be ignored. He's been in the industry a long time and understands how to mold and bring a traditional insurance business to the forefront of the digital age. The strategies he suggests have been tested in his own business and have proven positive, rewarding results. Not only is this book practical and a great business move, but it's a good read. I mean...the title contains the word "Foreplay" so it's bound to be a tad entertaining.

I usually listen to books while driving between appointments. Seldom do I get the opportunity to finish a book that I do not listen to. I bought the e-book and didn't start it because I thought it would be overwhelming and too much to read. I was pleasantly surprised when I finished the book in a couple of hours and had great suggestions on how to improve our agency. Customer service was outlined in a recent staff meeting as being of utmost importance behind sales, I look forward to implementing some of the suggestions to make the customer experience the sole focus on moving the agency forward and combating competitive pressures within the industry.

Jason knows insurance, but more importantly he understands marketing and sales. Let's face it, no matter how much you know about (or think you know about) insurance, you still have to be able to market and sell yourself and your agency in today's marketplace. Jason has provided a roadmap filled with practical ideas and humor to give you and your agency and edge. The one think that I can promise you is that Jason is passionate about serving others in the insurance industry. He cares and this book wraps up his wisdom and sprinkles it with passion to make it a must read.

The insurance industry is changing at such a rapid pace that it's almost impossible to keep up. What Jason Cass and Brian Appleton have done is help you keep up with that rapid pace. Instead of just giving you theory and leaving you to fend for yourself Jason has given you the tools you need to succeed. I appreciate not only Jason giving you the tools, but providing practical real world advice on how to execute it. This is a must read for any insurance professional and something that will be a catalyst for your career.

I am an agency owner. I bought this book based on Jason's reputation & the recommendation of a few agents I highly respect. I'm looking forward to gleaning valuable insights that can help take my agency to the next level in customer service. I'll update my review once I've read it in the next couple of days. Already looking good after the first 2 chapters!