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Customer Service Focus A CSR's guide to "raising" good producers Knowing others as well as "thyself" is the key to a good relationship By Sean Neumayer As a CSR, your job is to provide excellent customer service to the producers’ clients, understand their issues and keep everyone happy. But wait! Do the producers themselves understand your issues and try to keep you happy? If your answer is a resounding “no,” try to gain some insight into the mindset of typical producers and explore the similarities and differences that commonly exist between outside and inside staff. You’re all in this together Most CSRs and producers share common ground when it comes to their interest in people. While office conflicts might sometimes make you doubt that you’re all in this together, CSRs and producers do have similar objectives and need to employ similar practices. For example, to secure the satisfaction and loyalty of a client, both CSRs and producers must learn to listen carefully, display respect and show some empathy—even if they feel disinclined to do so! When an insured has a problem, both producers and CSRs might be called upon to come to the rescue, offer reassurance and do their best to rectify the situation. One difference, however, can be the degree to which a producer researches information, completes paperwork or digs into a dilemma. Because they are not “process” people, many producers will claim that they’re “too busy” when the real reason may be that they hate spending their time on anything but sales. They prefer to assign these tasks to you. As a result, some CSRs find themselves smack in the middle of a heated dispute over where the boundaries of a producer’s job end and theirs begin. Resist any urge you might have never to say “no.” Learn to turn down, or at least question, unreasonable requests. Make it clear that you cannot always unquestioningly stop what you’re doing to attend to a producer’s needs. Let your producer know that you require respect, reasonable deadlines and some lead time in order to do your job properly and produce quality results. Take a stand. To be treated as an equal, you need to act like one. More, sooner, faster! Keep in mind that producers often are hurried. In fact, they thrive in situations requiring a fast response and a speedy turnaround time. Unfortunately, they often fail to realize that not everyone is like them, and not everyone likes racing against the clock. Remind producers that part of your job is to protect their business, that untenable time constraints can limit your ability to do your job well and that, ultimately, service to clients will be compromised. Vague communications You may have noticed that some producers seldom provide you with specifics. This is common with people who are involved in outside sales. They are “big picture” people; what drives them is their need to focus on results. Whether the topic is business-related or not, they might speak to you in generalities, and they may seem to leave out entire paragraphs when sharing their thoughts. On the other hand, your job demands that you know the particulars. You simply can’t afford to take big chances or make broad-based assumptions. Don’t hesitate to let your producer know that you need some guidance, some clarification and direction. Emphasize that you’ll be better able to cover his or her back and avert a potential crisis with a client if you have a clear understanding of situations and objectives. Encourage your producer to make lists, assemble thoughts, stay accessible and be a team player. Money still talks You may have found yourself at odds with a producer when it comes to cross-selling. He or she might be encouraging you to sell but be unwilling to provide commissions for that additional business. This happens far more often than you might think! Once again, the solution to the problem requires an understanding of a typical producer’s mindset as well as understanding the misperception you might be giving to others. Many producer personalities are highly resilient and confident. These are two qualities that help them stay motivated when faced with a sales loss or an unmet new business quota. These traits can intensify in certain situations, though, causing some agents to seem self-serving or uncompro-mising. They may work primarily toward their own goals and feel no obligation to share their rewards by offering you a commission for your cross-sales success. And you may be unwittingly sending the wrong signals! Most CSRs are quick to affirm their service mindedness and desire to accommodate others. When very aggressive personalities hear this, they will be inclined to step in and start dictating to you—and this includes controlling the commission check purse strings. Clear up any preconceived or mistaken notions about your financial ambitions by stating early on that the opportunity to earn commissions will motivate you, not frighten you. Be frank, and speak the language a producer can understand. Show everyone that you’re not just an accommodator—you’re also someone driven by financial incentives! Insight breeds respect Gaining insight into the reasons for human behavior can ease tensions, instill respect, boost morale and increase productivity at an agency. Pre-hire and post-hire behavioral testing or “profiling” is quite effective. Complete a simple questionnaire, and you and your fellow employees will be on your way to a clearer understanding of how to maximize both your work relationships and your productivity. It’s important for CSRs and producers to know and respect one another as individuals. They may then discover that differences can be mutually beneficial, creating balance and symmetry, not resentment and misunderstandings. * The author For more information on the Certified Insurance Service Representative (CISR) program, call (800) 633-2165 or go to www.TheNationalAlliance.com. |
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