CSRs That Say “I Do” Can Marry the Account to the Agency

In a favorable agency environment, the producer and account manager share a symbiotic relationship. Both are aware of their individual talents and that they each contribute something unique to the client. While it is the producer that is responsible for bringing the client to the agency, account managers understand that the relationship they build by managing the service of the account is essential for keeping the client and making them a part of the agency family.

The agency’s ultimate goal is to retain good business for the long term. Change can be an emotional experience for the client; if they have fired their prior agent to give a new agent chance, the new account manager’s responsiveness to their needs will reassure them that they have made a good decision. The happier they are with the new agency, the more likely they are to resist change in the future. The account manager’s service could really make all the difference, especially when many agencies represent the same markets, so the paper is the same.

Once the producer picks up the check and delivers the binders to the new client, what should the account manager do to solidify the relationship?

First, it is always a good idea to let customers know that the account manager and the producer are a team. Some agencies have form letters that are mailed automatically as part of the new business process. Some have biography pages in the proposal that explains what each team member handles. Some have the account manager call to introduce themselves to new customers. The important thing is that the customer knows their first point of contact for future service-the account manager. An explanation provided to the customer as to who will handle what issues establishes primary communication and sets the foundation for building the relationship. The account manager should encourage the customer to contact them first with all issues; they can then reassure the customer that the producer will be involved should their input be needed to resolve the request.

Provide customers an expectation of service, then always meet it. If a customer knows they can expect certificates to be issued within four hours, then they will be happy when their needs are consistently met. The account manager can collaborate with the customer to develop a specific level of service by asking exactly what they require in the management of their account, and then complying accordingly. This can be done when the account is first written, for overall service standards, or individually with each request.

Customers are generally amicable about when they would like to receive something and will allow a reasonable amount of time for processing. However, it’s important to note that immediate response on occasional rush items shows that the account manager understands the customer’s sense of urgency when these needs inevitably occur. Then, when it comes time for renewal, the account manager’s exemplary service throughout the policy period can be used to increase the focus on the value of the relationship rather than just the cost of insurance.

From a more personal perspective, although account managers should leave business issues at the agency when they go home at night, during business hours, they can think of customers as family. Customers after all are people-with both business and personal lives that they like to talk about. Although some account managers may find personal conversations with their customers uncomfortable, simply listening to whatever it is the customer wants to talk about facilitates a more friendly relationship and builds a perception of empathy. Just being friendly and considerate to the customer will help them feel comfortable.

There are always customers who enjoy and even prefer a more personal relationship with their service provider; in the course of conversation, the account manager can learn about their family, where their children go to school, what organizations they support, or other things that are important to them. Most agency management systems have tools to make notes or set activities for following up on items that the account manager can use to develop a more personal level of service. If the account manager has access to the owner’s date of birth, they can set an activity to send a birthday card at the appropriate time. Also sending other greeting cards at various times during the year, like New Year’s or other less conventional holidays, is an easy but generally underutilized practice.

In addition, an account manager can scan the business or society pages in the local paper, or review local business journals and look for their client’s names. When an account manager clips an article from the paper about their client and sends it to them with a short note of acknowledgment, the customer will feel like they are being thought about all the time. This type of communication is the antithesis of a form letter, and provides an exponentially higher level of service.

Account managers can anticipate coverage or product needs by listening to the things customers say. For example, if a business customer mentions a new home they are building, this is a good opportunity to ask to write their personal lines if the agency does not already carry them. Also, a review of personal lines applications can indicate what type of business the customer is in and if it is a good fit for the agency, the account manager can note the file to discuss options with the customer at the next service call. By writing other lines of coverage and offering a variety of protection products to clients, the agency can solidify the relationship; it is harder to make a change in the future when a customer has many policies with the same agency.

Although it sounds overly simplistic, the bottom line for marrying the account to the agency is similar to maintaining personal

relationships:

• Say what you will do; then do it

• Be friendly

• Show that you care by sending short notes during the year and acknowledging the things they care about

• Offer protection by providing as much security (insurance) as you have available for their needs.

People will continue to do business with people that they like. The account manager by nature is a friendly, outgoing, caring person, which gives them the perfect opportunity to augment the relationship initiated by the producer. By regularly communicating with the customer and acknowledging them as people instead of just clients, the account manager can cultivate the overall relationship and significantly contribute to the retention of their business for a long time to come.

Keri Morris began her insurance career in 1994 and has been with Legacy Texas Insurance Services, where she heads the Commercial Middle Market Department, since 2002. She was the National Alliance for Insurance Education & Research 2004 Texas Outstanding CSR of the Year .

Topics Agencies