Customer Follow-Up: Why It’s Important and How To Do It Effectively

customer follow-up

Why is customer follow-up so important?

Any agent can make a sale and move on to the next, but having a process in place to engage with clients (outside of renewal time) sets you apart from the competition. You not only become a trusted advisor, but you train clients to contact you when questions or problems arise. Getting to know your clients personally also shows you are thoughtful about the care they receive and that they are not just another sale. They are more likely to refer family and friends to you, thus generating more business from existing customers. The bottom line: people desire humanization and personalization.

How often should I follow up?

We recommend checking in with clients every 10, 30, 60, and 90 days. Keep notes on each call so the next time you chat, you can pick up where you left off. You will look competent to your clients, and they will feel you genuinely value your relationship with them enough to care about their personal lives. If you are a new agent, your book-of-business might be on a simple spreadsheet, but eventually, you want to move client data to a CRM, such as Salesforce, to help you serve clients and prospects better.

The following is our suggested follow-up strategy to improve your customer service and client retention:

10 days after application approval:

  • Verify client received policy and cards.
  • Review policy for accuracy:
    • Ensure your client is aware of coverage, exclusions, or extra benefits. If their carrier performs a health risk assessment, remind them they will receive a call to complete it.
  • Verify initial premium is paid. If paying monthly, recommend switching to bank draft.
  • Ask, “Have I answered all of your questions or concerns today?” Let them know you will follow up in a month, and they should contact YOU if they have any questions.


30 days after application approval:

  • Verify if the client used the policy:
    • “I am calling today to see if you have used your plan?”
    • If yes, “Did everything go well with your doctor visit in regard to your plan?”
  • Ask for referrals:
    • You have written, processed, and delivered the plan as promised. These are the first steps to building trust and rapport. Now is a great time to ask for referrals. “If you have any friends/family/neighbors who need assistance, I would love the opportunity to provide them with the same great service. I will drop a few more business cards in the mail to you.”
  • Remind them you will continue to follow up and to contact YOU if they have any questions.


60 days after application approval:

  • If your client did not use their policy after 30 days, they typically will after 60 days. Confirm if there were any issues with the doctor’s visit or claim.
  • Spend time going over extra benefits such as the Silver Sneakers fitness program, 24/7 nurse helplines, or wellness visits.
  • If all is well, this is a good time to mention other products you offer. (e.g., long-term care, hospital indemnity, or home healthcare.)
  • Let your client know you care about their well-being and want to make sure they are happy with their plan.
  • Again, remind them you will continue following up and to contact YOU if they have any questions.


90 days after application approval:

  • Check in with a friendly, no-pressure call. This is a good time to “plant seeds” and introduce ideas that might develop in the future.
    • For example, after candidly talking about grandkids, vacations, or holidays, mention the importance of life insurance. “I am so glad to hear all is going well. I find that many of my clients do not have enough life insurance protection. I can provide peace of mind by doing a life insurance review. If you or anyone else you know would like to visit about life insurance, please do not hesitate to ask for an appointment.”
  • Remind them you will be following up in a few months and to contact YOU if they have any questions.


180 days after application approval:

  • Half of the year has gone by, and your client should trust and value your opinion at this point.
  • Here is another opportunity to suggest a life insurance review and gap coverage review:
    • “During our last call, I mentioned I offer life insurance. Have you given any thought about your own life insurance needs?”
  • Remind them that they may start hearing about changes for the upcoming year. Let them know you will be in touch to go over these changes soon. Emphasis again that they should contact YOU if they have any questions.


270 days after application approval:

  • Now is the time of year seniors receive a Medicare Annual Notice of Change (ANOC). Individual markets also begin sending change notices.
  • Call clients to review the changes that you are aware of.
  • Set appointments early. By September 1, your calendar should be full of meetings for October.
  • You spent all year building a strong relationship with your clients, so do not let your competition get their foot in the door. Remind them that if another agent contacts them, they should call you as you are always willing to help.

Need More Help?

Contact our Compliance Officer with any questions about our 10-30-60-90 Customer Follow-up program.

You can also watch her complete Customer Retention training webinar here –>

Sherri Miller
(817) 410-5803

Sherri Miller



We hope this information on why customer follow-up is so important is helpful to you. Empower Brokerage is dedicated to helping you educate your clients on the insurance they need and staying on top of their health. Whether it’s through webinar training, one-on-one calls, seminars, or marketing plans. We want you to be successful. Give us a call if you have any questions at 888-539-1633.

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