Tips for Responding to Negative Reviews

Consumers have a voice today unlike any time in the past. Various websites allow individuals to post ratings and reviews, along with comments about their experiences with businesses. Your insurance agency is not immune.

Handling negative and bad reviews

I’ve received numerous phone calls from agency personnel asking what they can do about negative reviews posted online. Generally, their first question is how to get the post removed. While it may be possible to remove the post, I’m not sure that’s the best strategy.

What do you do if customers criticize, complain, or attack you in public? Is it possible that your social media presences can be turned against you and do your agency more harm than good? Is there a way to minimize the damage, and maybe even turn the situation into a win?

Here are a few thoughts and ideas on how your agency can deal with negative reviews found online.

1. Don’t post in anger—especially when posting as your agency.

The advice I give for handling personal arguments online is even more important when you’re representing your business: never post in anger.

It’s true that timely responses matter in social media—but if the comments you’re receiving are getting you hot under the collar, in most cases it’s OK to give yourself a little time to cool down before you respond. And it’s definitely better to wait a little than to risk posting intemperate comments that you’ll regret later.

Responding to angry comments with anger of your own is pretty much the equivalent of trying to put out a kitchen fire by pouring cooking oil on top of it. So if you need a cooling-off period, take it. Go for a walk. Make some tea. Take out your anger on a video game or an actual punching bag, if necessary.

When you do respond, remember that you must be calm, diplomatic, and courteous even in disagreement. Keep your responses stoic and rational. Try imagining that you’re a Vulcan and channel your inner Spock.

Which brings me to this important point…

2. A soft answer can turn away wrath.

One of the most important tips to keep in mind may seem counter-intuitive, or at least counter-instinctive. But when you’re responding to negative feedback online, you can’t fight fire with fire. You have to fight it with sympathy, sincerity, and kindness.

To some extent this is customer service 101. When a customer complains, the first and most important thing they want is to be listened to—patiently and with a sympathetic ear. The reality is that in our overstressed, road-rage-driven world, people carry a lot of anger and resentment over situations they can’t control—and they often wind up transferring that bottled-up anger onto the first unfortunate customer service person who blunders into their path.

The main thing that most angry customers want is an opportunity to vent their frustration and anger, and know that they’ve been heard—and then they need to hear a sympathetic response. It’s important not to be defensive or dismissive. Instead, tell them you understand how frustrating it is to have a bad claims experience with an adjuster, and that you’re genuinely sorry it happened. Then tell them the steps you will be able to take to help them resolve the issue or problem.

It’s amazing to watch how quickly someone’s anger can dissipate when they realize they’re actually being heard and taken seriously. It’s almost fun to watch the wind go out of their sails when you respond to their anger with empathy and kindness. It throws them off balance. And if you handle it correctly, you can sometimes turn a potential enemy into a friend for life. Instead of the person who messed up their claim, you’re the person who helped them resolve it.

3. It’s better to hear complaints directly than to have people talk behind your back.

Here’s the sobering truth: Whether you set up a Facebook page or a Twitter account for your agency or not, your customers are talking about you online. If the discussion doesn’t take place on your own home court, then it’s happening on Yelp or on personal blogs or individual social media profiles.

The great advantage of having social media presences where your customers can communicate with you is that they can address their criticisms to you directly—and that gives you a chance to turn the situation around, by doing what you can to address their concerns.

Here’s an example from an article about how banks have used social media to solve customer problems:

At Bank of America, 1,200 to 1,500 requests for assistance come in each month through its @BofA_Help handle on Twitter. Sometimes the communication starts out looking hopeless. One customer recently tweeted that he was closing all six of his accounts with Bank of America. Less than three hours later, after being contacted by a Bank of America agent, the customer wrote:

BofA has completely rectified my problem. I am delighted w/ their reaction to my Tweet.

4. Solving problems in public can win you new fans.

One of the great benefits of solving problems and successfully responding to negative feedback in public is that if you do it well, it can win you goodwill and points with others who are watching and listening. They see how well you take care of your customers, and that encourages them to do business with you.

Also, if one customer is having a particular problem or question, others are probably having it too. So you may be able to save yourself time and help multiple customers by posting the answer where all of your customers can see it.

Sometimes, even when you lose a confrontation with one customer, if you handle the situation with aplomb you can wind up winning with the other customers who are watching.

Maybe you’ve witnessed a scene like this play out when traveling. An irate customer is abusing the gate agent behind the counter. The customer may have a legitimate complaint, but the way he or she is expressing it is rude and way over the top. The person behind the counter patiently attempts to solve the customer’s problem, graciously puts up with all the insults, and does everything possible to placate the customer—to no avail. The scene continues until the customer finally storms out.

At that point, what usually happens next is that everyone breathes a sigh of relief that the jerk is gone. And then, very often, the other customers will make a point of expressing their support for the gate agent.

The moral: Staying calm in the face of abuse is difficult, to say the least—but it can win you the loyalty of other customers.

5. Make sure apologies are sincere and meaningful.

If you find yourself in a position where you need to make an apology in public, it’s important to do it right.

Non-apology apologies don’t cut it, because people can tell when you’re BS-ing them. Don’t even think about going down the path of weaselly wordings like “We’re sorry if anyone was offended…” For one thing, by the time you’re saying something like that, you clearly already know that people were offended. And it’s the equivalent of saying you’re not sorry for what you did; you’re sorry you got caught.

Ideally, an effective apology should have three characteristics:

  1. It needs to communicate that you understand the impact that the mistake had on your customers, and that you empathize with them. People need to know that you recognize the problem, and that you understand why it was a problem.
  2. Next, your apology should communicate what steps you’re taking to make sure the mistake doesn’t happen again in the future.
  3. If at all possible, you need to make it up to your customers by offering them an olive branch. This is the equivalent of the free drink coupon at Starbucks, or an airline giving you an upgrade when you get bumped from your flight. Feel free to be creative—just make sure that whatever you offer is in reasonable proportion to whatever damage was done by the mistake you’re apologizing for.

If you don’t agree with the criticism, and genuinely don’t feel an apology is merited, then it’s better not to make one at all than to make one that’s obviously insincere or inadequate. State your position politely but firmly, and do what you can to let the customer know you still value them and what you can do to help them within reasonable bounds.

6. Negative feedback is an opportunity to learn something valuable.

Good listening skills are important in any agency if you’re going to be successful. And that’s especially true when it comes to social media, where listening is every bit as important as talking.

If your agency is receiving a lot of complaints, then that may be an indication that you have a process problem or a people problem within your organization. You need to explore why you’re receiving the negative feedback and take steps to correct any issues you find.

One of the best things about the social media age is that you no longer have to guess what your customers are thinking. They’ll be glad to tell you—directly and for free.

How have you handled negative reviews and feedback?

PIA of Indiana’s 2014 Annual Convention

Steve will be speaking on:

How to Select the Best Agency Management System — Selecting the best agency management system for your organization is one of the hardest decisions you will make. This session will provide a process you can follow to make sure you make the best decision possible.

Taking Electronic Document Management to the Next Level — An electronic document management process is a standard part of a modern agency. This session will examine how to be the most productive with using and managing these types of documents.

Beyond Best Practices: How to Maximize Productivity in Your Organization — From managing email to reducing keystrokes, learn what tools are available to help you increase productivity within your organization.

Making Mobile Work — This session will provide an overview of the tools, apps, and hardware that are available on mobile devices to help you increase revenue and reduce expenses.

Date: May 9, 2014
Event: PIA of Indiana Convention 2014
Sponsor: PIA of Indiana
Venue: Indianapolis Marriott East Hotel
Location: 7202 East 21st Street
Indianapolis, IN 46219
United States
Public: Public
Registration: Click here to register.
More Info: Click here for more information.

Do You Need a Virtual Assistant?

I remember the days when most executives had a personal assistant who helped screen phone calls, reviewed incoming mail, organized calendars, and did hundreds of other little things that allowed executives to concentrate their time on what they do best.


The electronic world has allowed us to do more of these activities ourselves. As a result, most agency owners no longer have executive assistants. Now may be the time to consider bringing the executive assistant role back to your agency. And it’s easier today than ever.

When you are able to delegate repetitive tasks it frees your time to concentrate on creative work and allows you to do a better job of interacting with clients and prospects.

The world has changed. You don’t need to hire a regular full-time or part-time employee. You can leverage a virtual assistant (VA) for a fraction of the cost of a full-time person. This personal assistant doesn’t even have to be local. In fact, he or she can live on the other side of the country (or the planet). In many cases, it might work better to have a VA that isn’t in your time zone.

I have several business friends who have made this move and wouldn’t consider going back.

What a virtual assistant can do

Just to stimulate your thinking, here are seven activities that a virtual executive assistant can do for you:

  1. Book appointments—Producers are busy. A VA is able to schedule prospect meetings, phone conversations with underwriters, and meetings with agency staff. With full access to your calendar, a VA can make sure your time is spent on high return activity.
  2. Handle all correspondence—Yes, a VA reads your email. He/She is the first line of defense in managing your email. How many times have you said you are buried in email? They make sure the important messages get to you and others do not. A VA would also have their own agency email address so that they are “part of the organization.”
  3. Prepare newsletters—A good VA could help create your own email newsletter. Content marketing can provide great benefits but it’s often a time-consuming task. This alone could save you an hour each week. This is a good example of a repetitive task that a VA can take off your to-do list.
  4. Reach out to companies—When you want to partner with companies, your VA can do all initial inquiries. Again, he/she directly represents your brand.
  5. Compile information—Prospecting work is a good area to have your VA take off your plate. As Thompson explained above, having someone help compile information can be a huge savings in time. This allows you to focus on high dollar activities like prospecting and networking.
  6. Manage deadlines—A VA can help you keep track of what you need to do by when, such as getting back to a prospect, making sure applications are submitted to the carrier, following up with an underwriter, or any other item you need to follow up on.
  7. Make decisions—As you begin to trust the capabilities of your VA, he/she can make decisions on the tasks they handle. You identify the situations you want to be consulted on, but otherwise a VA can keep you out of the mundane by making prudent decisions on the issues you really don’t need to be involved in.

Places to hire virtual assistants

  • eaHELP is an example of a firm that specializes in assistants who are part of your organization, not a distant outside entity.
  • is a website that allows you to search for virtual assistants based on your specific criteria. You complete a request for proposal, review the responses, and select the individual whom you think will work out best.
  • is a very popular site for finding individuals to complete specific projects versus an individual who will become an assistant to you over time.

Anson Thompson, an agent in Indiana, summed it up best when he said, “The value of virtual assistants in today’s world is amazing. Taking small project tasks and having them outsourced to the right firm can save your firm time and money.”

Have you tried using a virtual assistant? Please tell us about your experiences.

SCORRE is the only training of its kind to go deeper than just overcoming fear and worn out delivery techniques. With our unique, proven SCORRE system, we drill down to the foundation of your speaking – your preparation. You will learn to prepare powerfully focused, crystal clear talks and then deliver them with confidence and power.

Date: May 5, 2014—May 8, 2014
Event: SCORRE | Orlando 2014
Venue: Rosen Plaza Hotel
Location: 9700 International Drive
Orlando, FL 32819
Public: Public
Registration: Click here to register.

Steve will be attending the ACT Meeting in Orlando

ACT’s mission is to bring the stakeholders in the independent insurance agency distribution system together to advance the use of the most effective business processes, practices and technologies, in order to enhance productivity, service, marketing, sales and security. A key focus for ACT is to keep informed on the strategic trends that will drive future consumer expectations and business opportunities.​

Date: May 5, 2014
Event: IIABA Agents Council for Technology Meeting
Sponsor: IIABA Agents Council for Technology
Venue: Rosen Shingle Creek
(866) 996-6338
Location: 9939 Universal Boulevard
Orlando, FL 32819
Public: Public

Using Electronic Signatures in Your Agency: Part 2

In Part 1, we covered some of the common questions asked about electronic signatures. Today, we’ll cover some solutions.

E-signature solutions

There are a growing number of e-signature solutions that are available for insurance agents. The following is a short list of a few we have come across.


RPost, known for its registered email service, has added electronic signatures to the product mix. Documents can be “signed” in a variety of ways electronically, encrypted, and sent to the people who need them. (RPost supports cryptographic digital signatures and handwritten e-signatures, among other options.) RPost also offers another twist: it can also add a digital return receipt if you want proof of when someone opened your email.

It should be noted that in early June, RPost was granted a patent for its method of covering the tracking of email openings through embedded links. As a result of this and other patents, RPost has recently filed a series of lawsuits against RightSignature, Farmers Insurance, DocuSign, and Adobe Systems’ EchoSign.


A simple and straightforward solution, DocuSign’s basic-level service collects electronic signatures, authenticates recipients, tracks all activity for a document, and is available online and through mobile devices, like the iPhone and iPad. It offers several additional features with its more advanced editions, including collaboration, document routing, and user and group management.

Adobe EchoSign

Adobe recently acquired EchoSign and has been incorporating its functionality into the Adobe line of products. The company recently announced the integration of e-signature capabilities into its popular free Adobe Reader product. Adobe EchoSign gives you five free signatures per month and stores the last five documents that you signed. The $14.95 Pro level gives one user unlimited e-signatures, and prices go up from there. Using Adobe Reader, EchoSign now lets you sign with your finger on a smartphone or tablet.


While not as well know as some of the other in the digital signature arena, SIGNiX has several impressive features that speed up the signature process as well as document archival. Their three levels of service will allow an agency of any size to experiment with the process.


ContractPal calls itself an “electronic signatures cloud” and offers several features to help reduce certain hassles of contract negotiation, like incomplete documents, which are reduced through what it calls a “reflexive questioning engine.” They also automatically route forms and agreements based on content and parameters you set so you’re not waiting on approvals or revisions.


GoPaperless is another solution that provides simple digital signing of documents. Not quite as feature-rich as some other services, it’s an easy-to-use alternative that offers basic “click to sign” functionality with security through layered encryption, password-protected signing sessions, and session activity tracking. It also provides the ability to export to a variety of formats, as well as have multi-party contracts with a controlled sequence of signers.


RightSignature might tout the fastest process for sending electronic documents for signature with its “one-minute send,” but it also offers more elaborate features than some services, such as handwritten signatures, webcam photo authentication, digital fingerprints and iPhone mobile signing. It also offers a unique “NaviGuide” flag to point signers to the next required field, as well as a checklist and progress meter to show users what needs to be done to complete the process.


Designed exclusively for insurance agents, InsureSign allows you to add insurance company-specific applications and forms. It includes auto placement of signature fields for popular insurance carriers’ forms. You can implement completely paperless in-person signing. You create the documents, allow the customer to sign in your office, and archive and file the documents, all without paper or toner.

The insurance industry is one of the first to acknowledge the advantages of e-signatures. Agents are now equipped with laptops and tablet computers so it is easy to process intricate application forms. The e-signature method makes everything much simpler. This system not only saves hours but also reduces huge efforts needed for processing traditional paperbound requirements.

E-signatures are coming. It’s time for agents to begin experiencing the benefits of increased efficiency, reduced staff workload, and improved client satisfaction. You can no longer wait for others in the industry to embrace this change. Take the lead and begin experimenting with using electronic signatures in your agency today.

Using Electronic Signatures in Your Agency: Part 1

In today’s world, technology is making everything easier, more efficient, and less expensive. Unfortunately, one area where technology efficiency has not impacted the insurance industry is in the active use of electronic signatures. This is unfortunate, as significant productivity gains and expense reductions can be achieved by the widespread use of electronic signatures for most insurance transactions.


While many agencies have heard of electronic signatures, many questions still remain. Is a digital signature truly legal? Will it hold up in court? Are cloud-based digital signatures secure? What choices do I have for e-signing documents?

Workflow improvement

Consider how a simple agency workflow—getting an application signed—could be improved with an electronic signature process. The basic workflow steps would look like this:

  • Agency staff inputs application information into the agency management system.
  • The ACORD application is generated by the system and is probably printed as an electronic PDF file.
  • The electronic application is sent as an email attachment to the client for signature.
  • The client physically prints out a copy of the applications and signs with a pen. They then scan the application and email it back to the agency.
  • Agency staff receives the signed application, forwards it to the insurance company for processing, and attaches the document to the client file.

Consider how much easier this process would be, and how much time and expense would be saved, if an electronic signature process was involved:

  • Agency staff inputs application information into the agency management system.
  • The ACORD application is generated by the system, attached to an email, and sent to the policyholder for their signature.
  • The client receives the email and opens the document. They electronically sign the document and immediately send it back to the agency.
  • Agency staff receives the electronically signed application, forwards it to the insurance company for processing, and attaches the document to the client file.

When you add up the time savings and multiply that by the number of documents sent daily that require a signature, significant productivity and expense reduction can be achieved.

Are electronic signatures legal?

It all started in the 1980s when many companies began sending documents via fax machines. Although the real signature was on the paper, the signature’s image was transmitted electronically. Courts in different jurisdictions made a decision that electronic signatures can be enforced. This way, agreements can be performed with the use of email.

President Clinton signed the ESIGN Act into law in 2000. ESIGN, short for the Electronic Signatures in Global and National Commerce Act, legalized the validity of digital signatures on contracts and other legal documents. The law says that a contract signed in digital form cannot be legally denied simply because it is in digital form. Basically, ESIGN says your electronic signature is just as valid as a paper signature. While some states have their own laws when it comes to digital signatures, the Federal law governs interstate commerce.

In addition, many states have adopted The Uniform Electronic Transactions Act (UETA) proposed by the National Conference of Commissioners on Uniform State Laws (NCCUSL). Forty-seven states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands have adopted it into their own laws. Its overarching purpose is to bring into line the differing state laws over such areas as retention of paper records (checks in particular), and the validity of electronic signatures, thereby supporting the validity of electronic contracts as a viable medium of agreement.

UETA allows e-signatures to be covered in legal documents in all states but New York, Washington state, and Illinois, in which UETA is not yet acknowledged. No matter your state, however, electronic signatures are becoming much more commonplace. UETA has its own requirements, some of which include:

  • The signature must be logically associated with the document.
  • Both parties must have agreed to conduct the transaction via electronic means.
  • If the sender inhibits the receiver’s ability to either store or print the record, the document is not enforceable against that recipient.

UETA also specifies that if a law exists that requires a signature, an electronic signature will satisfy that requirement. This gives signers the confidence of knowing a digitally signed document is as legally valid as a document signed the old-fashioned way.

In Part 2 we’ll cover some common e-signature solutions.

Delivering a “WOW” Experience During the Claims Process

I recently received an email from an agent asking about how his agency can do a better job of following up on claims. He was involved in a car accident and, in his opinion, Geico and Progressive handled it better than his own carrier. He wanted to know what systems were available to him as an agent to be able to communicate better and follow up regarding a claim. My answer…

Deliver WOW customer serviceAn insurance policy is simply a promise to our clients to “make them whole” and get them back to the same place they were prior to an accident. A claim situation allows us to deliver on that promise when a claim occurs. Geico and Progressive understand that a key part of “good service” during a claim is communication. There are several activities any agency can create and build into a process that will help clients have a great claims experience—as well as others involved in the accident. Here are a few ideas:

Website information

Create a “how to file a claim” page on your website, and make sure the link is prominently displayed on your home page. You want to make it as easy as possible for people who have just had an accident to find your guide on the next steps they need to take. This information should include a listing of all the insurance companies you represent and their claims contact information. This information should include their 800-number as well as the direct website link for submitting a client online.

Mobile app

An increasing number of agencies are developing their own branded iOS (Apple) and Android mobile applications. The insurance company contact information included on your website should also be included within this app. You can also include a checklist of next steps so your client knows exactly what they need to do next.

Claims kit

As soon as agency personnel learn that a claim has been reported—either because the client called the agency directly or you received notification from the insurance company—you should mail your client your “claims kit.” This can be as simple as a brochure that includes a section for writing down the claim number, adjuster information, and “what to expect next” information.


Creating a follow-up system that allows you to stay in touch with your client during the claims process is key to a satisfied client. Too many agents take the initial claim and then never follow up with the client to help them through the claims process. Following is an example of a follow-up process:

  • Claim kit mailed the same day claim is reported.
  • Phone call (or email) one day later to touch base with the client to see if they have any questions.
  • Email two days later to make sure they have been contacted by the insurance company adjuster. Ask them to call the agency if they have any problems or questions.
  • Five days later, staff checks with the insurance company to determine the status of the claim.
  • Once the claim is completed and closed, follow up with your client—either by phone or email—to make sure the claim has been settled to their satisfaction.

The key to making this actually happen for each and every claim is to create a process supported by a system. There are a number of options for systems that will help support this process. Some include:

  • The most basic system might well be a simple written checklist template that details the steps the assigned staff person will take for each claim. They then check off each step after it has been completed.
  • Your existing agency management system may have the capability to allow you to create a sequence of steps that are automatically completed.
  • There are a number of email management systems that do allow you to create sequential emails that are processed on the specific time-frame you establish. A few of the more popular include: AWeber, Constant Contact, iContact, and Emma.

The key to delivering superior customer service during the claims process is communication. Creating a system to manage the communications steps allows the agency to deliver a consistent—and positive—customer experience.