PERSONAL LINES SELLING
Claims representative functions like an "agency concierge"
By Troy Korsgaden
A claims representative makes sure that the claims adjuster and the policyholder "connect," ... and will help the customer through every step of the claims process until the claim has been handled to the customer's personal satisfaction.
Volumes have been written about the need to differentiate yourself when selling any product. The hard part in selling insurance and financial services products today is that so many of the products look alike at first glance. Sure, seasoned professionals can bring out the subtle differences when explaining an insurance contract, but sometimes you just need a silver bullet to close the deal and keep it on the books long term.
When setting up or managing your personal lines insurance agency, you must provide top-notch claims assistance for your policyholders and clients. Our local office set itself apart from the many captive and independent agents in our area by creating a new position in the agency--the claims representative (CR). This person's role is not to adjust claims, but rather to "hold the customer's hand" at a time when the client needs us the most. Think of the CR role as a claims concierge who provides the personal touch. Believe me, this can be a strategic advantage for your agency!
Some people use the services of upscale hotel concierge service while traveling. A concierge is the person who can get things done, arrange things to our satisfaction, whether it be to secure hard-to-get theater tickets, arrange for a reservation at a five-star restaurant, or set up a specialized tour that we would have been unable to organize on our own. A good hotel concierge can make all the difference in the quality of the travel experience, leaving us with happy memories. The notion that we could take a page from the hotel industry and translate the same concept into better serving the needs of our customers struck me as being worthy. Thus the CR position was created in my agency to differentiate us from every other agency in the area.
Our agency claims representative does not take claims, nor does the position explain the legal side of things when dealing in claims situations. But rather the CR is our personal guarantee that customers will get the most from their claims experience, by helping them in any way possible. If our client is in an auto accident and needs transportation to a rental car agency, our CR will drop everything and provide that service. Our CR is well versed on the approved body shops in our area and can guarantee quick and
cost-effective service for both the client and the company.
Our CR makes sure that the claims adjuster and the policyholder "connect," then follows up to make certain that the client is satisfied with the type of service offered by the assigned claims representative. Dealing with property claims is no different. For example, if a client's home burns down, our CR is on the scene with blankets or other needed items to help soften the tragedy. If the customer needs transportation to a local motel, that service is provided. Again, our CR is there to make sure that the adjuster and the customer connect for a smooth and seamless handling of the claim. After all, this is ultimately part of what customers are paying for--service, excellent service--which they desire and have every right to expect.
We have found that the best type of person to fill the CR role is an individual who listens and is empathetic, a person who can calmly deal with crisis situations. Our CR is what we call a "connector." The position calls for a person who connects customers with other people and services. As such, the CR needs to be trained in the complete claims process and build relationships with service providers both internal (claims adjusters) and external (auto repair shops, glass replacement shops, local building contractors, water damage repair specialists, medical facilities, etc.)
Our agency claims representative uses the same process in any area--commercial and workers compensation accounts, recreational vehicles, etc., and is even involved with life insurance death claims.
On the sales and marketing side, having an agency claims representative gives us one more distinctive advantage to offer our customers. We make it very clear to our clients that our CR is not an adjuster and does not have authority when paying claims. However, when selling insurance we can easily look our clients in the eye and say with confidence, "We're worth more when compared to the competition because we offer more." Is it worth the cost to have one person in the office exclusively dedicated to deliver on the promise that we will be there for our customers at a time when they need us most? You bet!
Our CR will help the customer through every step of the claims process until the claim has been handled to the customer's personal satisfaction. Satisfied customers stay with the agency long term; they don't shop around for a better price, and they recommend our agency to their friends and family because they are secure in the knowledge that we will be there for them in times of crisis. Providing excellent claims service is definitely a strategic advantage for my agency, and it can be for your agency when you hire an agency claims representative!
Now, if our CR could just arrange for front row theater tickets for "The Lion King" ... *
The author
Troy Korsgaden has trained
nearly 40,000 insurance agents and staff across North America. His book, Power Position Your Agency; A Guide to Insurance Agency Success, explores strategies for growing and retaining insurance agency business.
For information on these and other Troy Korsgaden Systems (TKS) products, call TKS at (800) 524-6390, go to www.tksystems.org, or fax the company at (559)625-1603.