Proactive Service

It's a common myth that the product offered by service-based companies like Title Insurance is service itself. While providing good service is crucial, it's not the only factor that drives clients to come back. This misconception has misled many companies into believing that being a 'good servant' is all that's required to retain customers. But in reality, there's much more that needs to be done.

Reactive service, which is the most common and literal definition of the word "service," involves responding to a customer's requests. For instance, when a customer calls to make an inquiry, the service provider will react by answering the call and providing the information the customer needs. 

On the other hand, responsive service involves making oneself available to customers at the time they need assistance. This means being proactive in anticipating customer needs and ensure that customers can access the service they require quickly and easily. 

The most effective way to retain customers and build a good referral business is to provide proactive service, also known as "customer surprise." This involves going above and beyond what customers expect by doing more than what's required of a service provider. It means being proactive in anticipating customer needs and surprising them with gestures that show appreciation for their business. Surprising customers by calling them when something is right with their file, as well as when something is wrong, can create a positive emotional connection that will keep them coming back. For example, calling to let customers know that their files are progressing smoothly or thanking them for their business can go a long way in building a strong customer relationship.

While providing good service is essential, it's not enough to retain clients in today's business world. We need to be proactive in anticipating customer needs and exceeding their expectations to build a strong and  loyal customer base. Whether it's through responsive or proactive service, going above and beyond to surprise customers is what will set our company apart from our competitors.