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The Ultimate Question

“How likely is it that you would recommend _______ to a friend or colleague?” How the answer to this question translates to customer experience and loyalty.

We’ve all seen this question before – whether XYZ is your local coffee shop, that place where you ordered a new sweater online, or even the big names like Apple or Amazon.

So What’s the Deal?

This now-ubiquitous question was posed as a baseline way for companies to measure customer experience and loyalty. When responses are calculated, the resulting data translates to what is called the Net Promoter Score (NPS), which is considered the gold standard of customer experience metrics. Consider this: According to research from Nielsen, 83% of respondents said they trust recommendations from family and friends more than any other form of advertising. (Source: Hubspot)

A respondent who gives XYZ a score of 9 or 10 is considered a Promoter – a loyal enthusiast who will keep buying and refer others, fueling growth. Those who answer with a 7 or 8 are considered Passive – they are satisfied with XYZ but vulnerable to competitive offerings. And people who answer in the 0 – 6 range are Detractors. They are unhappy customers who can damage a company’s brand and impede growth through negative word-of-mouth.

A company’s NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

AdobeStock_273916716-768x307Score Considerations

Okay, so you’ve got your NPS score – now what?

First you’ve got to remember that NPS scoring is different from what you might be used to seeing – it’s not like a grade, where 0 is the worst and 100 is the best. With NPS, the worst score a company can get is -100 and the best is +100. Typically anything higher than 0 is considered good, +50 is excellent, and +70 is world-class.

But you can’t necessarily rank a company’s success just by looking at their absolute NPS, without considering their relative performance within the industry. Let’s look at the airline and department store industries. Is it any surprise that airlines overall score low, with an average NPS coming in at +27? An airline that achieves a score of +45 would actually be doing relatively well in customer satisfaction. But in a segment where average overall scores tend to be in the +50s, like the department store segment, that same +45 isn’t quite so impressive.

 

Average NPS by Industry

NPS-by-Industy-AverageState National Scores Soar

State National introduced the NPS question on our Annual Survey of Service Quality in 2017. Our first-ever NPS score was +68, and we have surpassed scores considered “excellent” ever since. Our most recent published score covers 2020 and boasts our highest results yet: +86. Not only does this score reflect world-class service but is it well above the insurance industry average of +41. At State National we value this metric immensely because it lets us know our customers believe we deliver on the service levels we promise them. But we don’t stop there – we conduct various surveys throughout the customer journey, always looking for opportunities to innovate and improve. We even check in with our customers’ customers, because we know how important those relationships are. But that’s a subject for another post.

“Knowing that the vast majority of our client business partners feel so positively about State National and are willing to recommend us as a trusted resource is something we deeply appreciate. The fact that our NPS score continues to rise is a visible sign of how seriously everyone in the company takes our commitment to providing the very best service to our client partners every single day.”

Trace Ledbetter, Executive Vice President, Lender Services

So the next time you see that popular question — “How likely are you to recommend XYZ?” — you may want to give your answer a little extra thought. Many companies make major business decisions based on their customers’ responses — which means that your answer may have more power than you think.

Sammy Brooker
Sammy Brooker
Sammy Brooker is the Content and Digital Marketing Specialist at State National. She develops digital marketing campaigns as well as marketing collateral and content. Sammy loves to stay on top of digital trends and all things tech. She has her B.A. in Advertising from Texas Tech University and has been with State National since 2015.

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How to Explain Collateral Protection Insurance to a Borrower

Equipping Your Staff At State National, we recognize that collateral protection insurance (CPI) is not a term every borrower knows. Here, CPI expert and Sr. Client Executive Kathy St. Clair shares her insights on how to educate borrowers about CPI and what to say if a borrower has questions about a CPI certificate placed on their loan. If you do not know what CPI is, we recommend first reading What Is Collateral Protection Insurance (CPI)?. Topics Covered in This Article Why your Client Executive is your expert navigator when it comes to CPI Being proactive and letting your borrower know about CPI when they sign up for a loan What to do when you don’t know how to answer a borrower’s CPI-related question Understanding InsurTrak Your Client Executive Is Your Expert Navigator When it Comes to CPI As a long-time client service provider for State National, I know that borrower satisfaction is vitally important to you, and to us. My mission in sharing this blog post is to help further inform you and your staff about how and when we recommend talking about CPI with your borrowers. When you communicate with State National, you are likely doing so through your Client Executive. You can think of us as your expert navigator, teammate, and guide for all of your collateral protection insurance program needs. Your Client Executive is always available to help you understand what your financial institution needs to do to ensure a successful CPI program. We understand that specific protocols will differ depending on your unique business needs, because no two financial institutions are the same. Your Client Executive is there to consult and collaborate with you as a partner. So while my explanation in this blog post can provide general tactics and strategies to strengthen your staff’s knowledge, the best methods to maximize your program benefits will come from working closely with your Client Executive and reporting any questions or concerns. Chances are, we already have a solution in our toolkit! Be Proactive and Let Your Borrower Know About CPI When They Sign Up for a Loan. When you communicate with your borrowers, it is best to be upfront, transparent, and informative. Some surprises can be great, but not all surprises are welcome! We always try to share with any staff members who work with loans how important it is to make borrowers fully aware that they are required to have insurance — and that they will see notices from you if they do not. By accepting a car loan, a borrower acknowledges that they will provide full-coverage insurance on the vehicle. Because of that, they need to ensure their insurance policy always remains active and up to date, and their agent or insurance company needs to list you as the lienholder. If that process works smoothly, they should never see any notifications regarding insurance. Your staff should also let borrowers know that if they receive a notice there are several ways to quickly and easily show proof of insurance. They should stress that notices regarding an insurance coverage lapse should never be ignored, but should be read immediately as they will give the borrower instructions on how to update their insurance to avoid having a certificate placed on their loan. Don’t Know How to Answer a Borrower's CPI-Related Question? We Have You Covered. Many of our partners have a hot button on their work phones. This button transfers a borrower’s call directly to our insurance verification department using your own custom 1-800 number that allows us to answer the call using your financial institution's name. You, or any member of your team who receives a CPI call, can let the borrower know they are being transferred to the insurance department for your CPI program. As an additional option, you can add a MyLoanInsurance link on your webpage so staff can direct borrowers to provide proof of insurance online. We want to take as much of the program administration off of you and your teammates as possible. If your team does not currently have a hot button that directs to our contact center or needs assistance with the MyLoanInsurance link, please let your Client Executive know. Your 24/7 Loan Insurance Status Assistant — InsurTrak! InsurTrak is the industry's only system built from scratch specifically for CPI. It is your real-time source of truth for insurance tracking, claims, and reporting, resulting in maximum ease, speed, and transparency. Your loan portfolio data is at your fingertips, accessible instantly, all in one place. Plus, your staff can access useful videos with quick and helpful tips in the InsurTrak Knowledge Center. We assign InsurTrak access to as many individual users as needed at your financial institution. This powerful, one-of-a-kind tool is your transparent and bird's-eye view into everything going on with your CPI program. With InsurTrak, you can quickly view a borrower's loan status and look at the transaction history to better understand why they are receiving notices or why a certificate placement has occurred. If InsurTrak shows that it is because of cancellation on their current insurance, you can ask the borrower if they still have insurance with that carrier or if they have changed. If the borrower has insurance, we need a copy of their current policy. You can let your borrower know that after they provide that proof, the notices they are receiving will stop. And if a certificate has been placed on their loan, they will receive a CPI refund once they provide valid insurance information.   How do you answer specific questions a borrower may ask? Next week, look for Part 2 of How to Explain Collateral Protection Insurance to a Borrower for simple answers to common questions you and your staff may encounter regarding CPI.  

Celebrating Our Partnership With Filene!

Innovative Research From Renowned “Think and Do” Tank Drives Real-World Results for Credit Unions With service as a core value, State National not only puts maximum effort into providing the best portfolio protection anywhere, but we also actively look for ways to help move the industry needle and be a part of a larger mission. This includes actively seeking to expose our clients to opportunities with leading organizations that explore innovative, growth-oriented ideas. What Matters to You Matters to Us The renowned research firm Filene is a credit union and consumer finance think tank headquartered in Madison, Wisconsin. As an Inner Circle member and research sponsor, we provide support for their mission to connect credit unions with insights and innovations to change people’s lives. Their research ventures connect credit unions with the most impactful technology and drive forward-thinking business decisions. Through investing in organizations like Filene, State National further supports the credit union mission and helps our partners benefit from the latest insights into solutions to their industry's unique challenges. This partnership also gives us access to original research to better focus future advancements and technology innovations on collateral protection insurance (CPI) program improvements for our credit union partners. Keep Good Company At the start of 2020, State National joined forces with Filene by sponsoring their Center of Excellence for Emerging Technology, working with their industry experts to explore the future of digital financial services. This year, we are proud to also provide support for Filene’s new CoE, the Center of Excellence for Innovation & Incubation, which helps credit unions explore solutions to assist them in remaining adaptive and nimble as member and community needs continue to shift. Filene’s Centers of Excellence are identified based on the needs shared by hundreds of credit unions and created to empower them with the data they need to make decisions that will best serve their missions now and in the future. Filene's Center of Excellence of Innovation & Incubation — A Milestone Worth Celebrating All of Filene's Centers of Excellence are doing life-changing work to help credit unions — and their members — thrive. As a sponsor of the Center of Excellence for Innovation & Incubation and the Center of Excellence for Emerging Technology, we could not be prouder to support the amazing work Filene is doing to help credit unions succeed and to advance the credit union mission. We look forward to seeing these dedicated scholars and credit union advocates as they move into their second year of investigating ways to create, implement, and measure innovation in credit unions, identifying opportunities for credit unions to differentiate with innovation, and building a playbook of effective and consumer-friendly social innovation approaches for the future of all financial services! Check Out These Guest Posts From Filene Experts: Relationship Banking in a Digital Age Credit Union Digital Transformation in the Age of COVID – 19

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