Customer Service Focus

Building lifelong CSR-client relationships

Excellent customer service is key to agency success

ByAuthor

Across the United States, the financial meltdown of 2008 and the ensuing economic recession have adversely affected the insurance industry. In some areas, natural disasters like hurricanes, floods, and earthquakes have intensified the pressure on insurers and have caused some carriers to exit the market in the affected areas.

Given this economic upheaval, building a trusting, lifelong CSR-client relationship has become more important than ever. The stronger the relationship, the less likely it is that the client will shop around based purely on a lower premium. Well-satisfied clients will refer relatives, friends and business associates to your agency. A great CSR will use the following tips to help obtain and maintain lifelong clients.

The CSR-client relationship requires a team effort to make the client feel welcome and at ease. The agency owner should introduce each client to the CSRs and other employees and indicate that the entire staff is more than capable of handling all of the client's insurance needs. Clients appreciate hearing from the agency owner that he or she places the utmost confidence in the office staff.

First in the welcoming line is the receptionist, who obtains the full name and status of the client.  An efficient receptionist also will pick up on cues and clues from the client and pass them on to the CSR. Knowing if the person already has coverage with the agency will allow the CSR to look at the client's account prior to assisting him or her by phone or in person. It is always a good idea to make sure the client's account is up to date in payments and that there are no outstanding underwriting memos. Looking at the account will also let the CSR check activity that may have been done by another CSR in the office. The client appreciates the fact that the CSR already has a working knowledge of what is taking place on his or her account.

Once a client becomes established in the agency, the CSR needs to learn more about that client's family, friends and community in order to assess future insurance needs. For example, knowing that there is a future teenaged driver living in the household will help the CSR determine what market to quote for auto insurance. The CSR-client relationship also will expand when satisfied clients refer family, friends and community members to the agency, based solely on great customer service. Recognizing a name will be beneficial to the CSR.

Clients usually depend on the CSR to give advice on what kind of coverage is most appropriate for them. Knowing the area in which a client lives will give the CSR an automatic clue as to what type of coverage the client may need. For example, if the community is in a high-risk flood zone, the CSR can explain the differences in flood coverage. Another benefit of knowing the community is that it provides details on what type of construction is popular there.  The CSR then can determine what markets to pursue for coverage.

Customer service representatives always need to let their clients know that "No question is a dumb question." It is the CSR's job to be the expert, not the client's.  Actually stating this to clients will help them feel at ease and encourage them to open up and discuss all aspects of their insurance needs. Some clients do not realize how important the minor details of their life can be to the CSR. They do not think about purchasing separate coverage for four-wheelers, golf carts, etc.

Always keep in mind that a client's insurance needs may change over time. For example, a newly married young couple with no children who are renting an apartment may not need the same amount of coverage as an older married couple with three teenaged drivers and a house that no longer has a mortgage. A thorough CSR will know what questions to ask based on the client's current lifestyle situation and should attempt to review the client's ever-changing insurance needs on a yearly basis.

The most important aspect of the CSR-client relationship is for the CSR to be honest and down to earth during every conversation with the client. Always give the client various options for coverage and provide examples that will assist the client in understanding the coverage.

Clients may come into the agency with a chip on their shoulder because of their lack of insurance knowledge. The CSR who understands this will be able to turn what could be a negative encounter into a positive one for the client.

Not every question can be answered with 100% certainty at the time it is asked, but a confident CSR will be able to indicate to the client that further research is needed in order to provide the most accurate answer, and then contact the client with an answer in a timely manner.

Being a customer service representative requires great skill and confidence. A CSR must address clients on an equal level and has to be creative in forming a lifelong relationship. Remember, clients are more willing to pay a higher premium when excellent customer service is provided.

Putting one's heart and soul into his or her work makes a CSR's job more rewarding. Once the CSR-client relationship has developed to the fullest, your agency will flourish.

The author

Bethany Chiasson, CISR, is a personal lines agent at Bourg, Carmouche, Gory & Jones Insurance Agency in Thibodaux, Louisiana. In 2010 she was the state winner for the Outstanding CSR of the Year award. For information on the CISR program, go to: www.TheNationalAlliance.com.