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A consistently positive customer service force builds loyalty and enhances the agency name and brand.

Customer Service Focus

Build agency image with great client service

Inside and outside the office, make every interaction positive

By Monica Brown, ACSR

Everywhere you look, you see company brands and logos representing the products and services available to you as a consumer. Insurance agencies are no exception and must work hard to create their own corporate brands to help their customers recognize the agency in the marketplace.

It is important to remember that brands evoke emotions tied to the experiences a customer has with a company, so it is important to make sure that all employees are conscientious about protecting the agency's image in their daily dealings.

In an ideal world, protecting the corporate brand would be a vital thought in the minds of employees at all times, but it's easy to forget the brand in the course of a busy workday. It can also be difficult to remain positive when faced with negative comments, but it's essential to respond calmly and professionally.

When a CSR is faced with negative feedback, a sarcastic reply or a seeming lack of empathy can give the client a negative impression of the entire organization. Worse, an inappropriate written response to negative feedback not only damages the client's perception of the agency but also can result in negative publicity or even legal action.

Most employees realize that negativity in customer interactions is unacceptable in the workplace and work diligently to provide the best service possible. In other settings, however, an employee may not be as careful about protecting the agency brand. For example, comments posted on social media can offend or anger a client. The agency's brand also can be damaged when for example, an employee wears a T-shirt with a controversial slogan, engages in questionable behavior, or uses offensive language.

No agency wants its organization adversely labeled because of a handful of unfavorable interactions. In every agency department, focusing on the customer is essential to maintain trust and a positive image.

Action plan

The proactive response would be to set in place an action plan before a problem arises. The first step of an action plan recognizes that situations (like any of those mentioned above) eventually will arise, and it will be up to the front-line employees to change the situation into a positive experience for all parties.

Most customer service representatives receive training through their licensing courses or continuing education. Although many agency positions do not require coursework geared toward customer relationships, those employees may have just as many interactions with clients, whether in or out of the office environment. Watching a training video as a group or holding a quarterly meeting stating customer service goals for all employees brings the customer focus to the forefront. Specific training in handling negative feedback helps employees prepare in advance a response that can salvage a business relationship. Consistently reinforced training empowers employees with confidence in their daily interactions.

Creating a formal social media policy that specifies what can and cannot be shared online protects information that must be kept confidential, safeguards the agency's image, and opens the door for positive interactions in social media forums.

Outside the office, client-employee interactions occur at sporting events, meetings, restaurants, stores, houses of worship, and any other place where people gather. Every incidental meeting gives employees an opportunity to build trust and goodwill with clients and prospects. Plan and discuss in advance what steps should be taken if feedback—positive or negative—is received outside the office. A well-executed plan can turn a potentially damaging situation into an opportunity to demonstrate the agency's integrity and professionalism.

With a positive action plan in place, potential problems become opportunities. Employees are actively engaged in protecting the agency name and brand. Client concerns are met with professionalism, integrity, and the good customer service that builds trust and future loyalty.

Statement of agency values

A friendly smile and professional demeanor create a lasting positive impression on prospective clients. A consistently positive customer service force builds loyalty and enhances the agency name and brand. Great customer service also often generates letters or comments of appreciation from clients that can be used to enhance the agency's image.

Another great tool to expand brand confidence is a statement of agency values. A well-written statement of values gives employees a standard to live up to in day-to-day interactions. When the statement is on display, whether in branded company items, on proposal forms, or even as a tagline to e-mail communications, it serves as a reminder of agency principles and what the agency brand represents.

A strong customer focus, appreciative messages from satisfied clients, and a statement of values all will help build a positive agency image, but remember to take a moment to enjoy those successes. Celebrating success as a team reinforces a positive feedback loop that will ensure future victories. Sharing the positive daily triumphs encourages the workforce, inspires further acts of great service, and instills a sense of pride among the employees for the agency name they represent.

Protecting the agency name and reputation may not be at the top of the daily to-do list, but it should always be foremost in every employee's thoughts and actions. Negative interactions can be countered with sincere and constructive responses and a focus on service.

Every positive contact with a client builds goodwill and enhances the agency's image. Over time, diligence in customer service creates its own presence within the agency, the community, and the marketplace, and emerges as a solid structure that supports a brand and name that attracts consumers.

The author

Monica Brown, ACSR, is an account manager for Galveston Insurance Associates of Galveston, Texas. Her focus is property and casualty commercial clients in a variety of industries. Monica was the state winner of the 2012 CSR of the Year Award for Texas.For more information on the CSR of the Year Award or the CISR program, go to: www.TheNationalAlliance.com.

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