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Customer Service Focus Customer service trends Keeping up with changing trends increases customer satisfaction By Lynn DellaCroce, CIC, CISR, CPIW Service has always been and continues to be an important concern in our industry. Consumers search for financial security where it is easy and comfortable to find. They want their needs satisfied in a professional and efficient manner. Sounds simple, doesn’t it? In our ever-changing industry, technology has become a huge issue. We’ve spent years learning how to automate in an attempt to operate more efficiently and economically. As a natural result of this technology, “human touch” has diminished. Voice mail, e-mail, fax, and the Internet have taken the place of much of our face-to-face communications. For some of our clients, this technology is a godsend. For others, it is the devil’s tool. Knowing your customer’s preference can determine the degree of your success. The human touch Many successful businesses have now come full circle and are re-emphasizing the “human touch” in conjunction with advancing technology. Blending technology and the “human touch” is not as difficult as it sounds. Simple actions like promptly returning phone calls; changing your voice mail and e-mail messages so that they accurately state when you will or will not be there; offering special services such as risk management, renewal letters, phone calls, or visits; supporting your commercial clients’ businesses; sending unexpected letters or making phone calls to your clients; and newsletters are just a few examples of ways to add “human touch” to your operation. Taking these actions is important, but it is not enough. Good attitude is an essential component of turning good service into great service. I know a client who moved all of his insurance business because every time he called his CSR with a problem, she groaned and complained and made the problem seem insurmountable even though she always resolved the issues satisfactorily. He said he had enough negativity in his own business without having to hear it from his insurance agency. Putting that smile in your voice and in written communications is worth a million dollars. Clients appreciate a friendly, helpful attitude. Advanced technology Technology has created many new trends in our industry. Some are good; some are not. Customer service representatives have noted several new trends in expected services. Their clients expect: Immediacy is certainly a double-edged sword. Technology has helped us provide many of these instant services; however, it has also demanded more knowledgeable and efficient CSRs. Not only do CSRs have to be proficient in their insurance knowledge, but they also must be “up” on automation and marketing. An informed and knowledgeable CSR does not have to waste a lot of valuable time finding a coverage answer or market or learning how to navigate a computer program. Next to knowing the answer yourself, the best thing is to know someone who knows the answer. One of the greatest resources for any agency is the knowledgeable team member—the one who knows insurance coverages, knows all the markets, and knows how to navigate within a particular computer program. Does this instant access allow us to provide better service? The answer is a typical insurance answer: yes and no. Certainly our online abilities allow us to provide quicker quotes, answers, and information to our clients. Unfortunately, that information is not always reliable. There is nothing more embarrassing than quoting a risk online, selling it to the client, sending it to the company, and then finding it doesn’t qualify for a reason that was not apparent online. Our industry does not provide a black and white product. Not all things can be instant. Higher expectations Clients now expect us to market their risks more aggressively than ever before, being sure to find them the best for less. They know more, and they expect us to know more. Unfortunately, many clients seem to forget that we are only insurance agents. They expect us to have answers to all of their business questions. Unfortunately, we are not a one-stop business info center. Nor should we attempt to be one. On the other hand, clients certainly should look to us for advice and be able to trust us within the realm of insurance. Insurance is, after all, a business of utmost trust. We have knowledge over and above the norm. Our customers cannot be expected to understand our complex insurance contracts. As a result, they rely on us to explain and provide the best product at the best price. It is difficult for consumers to trust a computer or piece of paper when they don’t understand the language of insurance. This is where we can truly provide better service using “human touch.” Twenty-four-hour service is becoming a real issue. E-mail, voice mail, cell phones, PDAs, and laptops all allow instant accessibility. As an industry, we are raising clients’ service expectations. Instant communication and instant results help us move quickly through our workload and offer excellent service to our clients. The problem arises when we are not available via computer, voice mail, or cell phone and the client expects an instant response from us. Many agencies now provide their agents with laptop computers to provide 24/7 access. Is that a good thing? We are training our clients to expect instant results. Instant results are not always possible. It is important to help our clients develop realistic expectations. We are not always sitting at our computers; our cell phones are not always on. An interesting phenomenon has recently surfaced. It appears that most people understand when you are away from your desk for various reasons and are willing to leave a voice mail. They usually have expectations of a return call before the end of the day or even the next day. However, different rules seem to apply to cell phones. Most people carry their cell phones with them. It seems that clients who call you on your cell phone expect a return call within an hour. Are you able and willing to do that? Does your voice message indicate a response time? New trends Outsourcing of typical CSR-type work such as policy and endorsement review is becoming more prevalent. Is this trend eliminating CSR positions or strengthening them? Reducing service costs allows a business to prosper and grow, thus maintaining current employees and acquiring new employees. Customer service representatives have identified areas where new trends in technology have enhanced their jobs. These include e-mail, online claims processing, acceptability of fax signatures, and use of dual screens. CSRs have found that as a result of these new trends, their clients are more knowledgeable and cooperative and have a better understanding of things like insurance to value, company recommendations, and automation problems. On the other hand, technology has made clients more impatient, more interested in negotiating premiums, and more inclined to shop. In insurance, as in every industry, there will always be new trends. New trends always have both a positive and a negative side. Learning to capitalize on this knowledge will always give you an edge on your competition. Understanding your clients and how they embrace these trends is imperative in developing your service philosophy. Analyze new trends, capitalize on them, and become a winner. * The author |
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