From a customer standpoint, it may seem like the shortest path to saving money is to switch insurance companies. Which raises the question: Is there any value in being a long-time customer of an insurance company? Or what is the return on investment in loyalty—if that even exists anymore? The answer is not always clear. As an agent—the professional who connects you with a company—the answer is definitely a “yes.” But it's hard to prove, so it may feel like a “no.”
The truth is that if you are loyal to a company, they will be loyal to you. And if the company is loyal to you, then there’s surely value in you returning the favor.
But here’s the rub—you won’t see that loyalty reflected in pricing. Price is driven by hard calculation and data, not your long-standing relationship with an insurance company.
If that’s the case, then how can I say that loyalty matters? The value of loyalty reveals itself when you have a problem, not when you are shopping for price. What if you missed a payment? What if there is a misunderstanding in communication on a policy change? What if a claim falls into a gray area of coverage? During these moments of uncertainty is when customer/company loyalty matters. Years of investment in a relationship can then become a tool that could generate a more positive outcome, even improving your situation.
So, does loyalty matter? Not as a way of shaping price. But it does matter when it comes to managing problems that you can expect to arise. Is it worth the investment? Absolutely! A long-term relationship with your insurance company pulls through for you when it matters most—at the time of loss.
So if you’re not feelin’ the love from your insurance company, talk with your agent about how your loyalty card can be played to your advantage.
