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Agents Must Walk The Walk, Not Just Talk The Talk In Providing Top Service
Agents Must Walk The Walk, Not Just Talk The Talk In Providing Top Service
By Daniel B. Price
Over the years, I have spoken with literally hundreds, if not thousands of agency owners, and whenever I ask why someone would want to become their client—that is, what is their primary competitive differentiator—almost without exception they say they provided great service.
So I ask you, in all of your conversations with other industry professionals, have you ever heard someone say that they provide crummy service? Of course not!
Can it then be inferred that every insurance agency provides great service?
Obviously, common sense tells us this is not the case. Too often agency owners hang their hats on one or two anecdotal incidences where the agency provided exemplary service, and extrapolate from these that the agency must be providing great service all the time.
In reality, service quality is about perceptions and expectations—the perception an agency owner has of the service the agency provides versus the service level the agency owner believes the peer group provides—as well as the perception the client has of service provided versus their preconceived notions of the level of service they expected to receive (that is, falling short of, meeting or exceeding expectations).
I can hear the grumbling: “But my agency really does provide great customer service!” How do you know? To find out, ask yourself the following questions:
• Have you undertaken an examination of whether the agency is living up to its full service potential?
• Have best practices of service leaders within the industry been fully evaluated and implemented where appropriate?
• What are the agency’s one-, three- and five-year client retention rates by line of business from both a client headcount and revenue dollar perspective?
• What are the results of your latest client satisfaction survey?
• What type of organizational structure and checks and balances are in place to insure a client gets their definition of exceptional service each and every time they have an interaction with the agency?
To understand service quality, one must understand the client’s perception of reality. The gap between the level of service a client expects versus the perceived level of service that has actually been provided offers a measure of service quality.
Measuring this gap, through client surveys for example, is a routine customer feedback process that should be employed by every agency striving to accomplish exemplary service on a habitual basis.
For the average client who has been with the agency for some time, routinely asking two simple questions can often be quite telling:
• How can we improve our existing services?
• What services would you like to see us offer in the future?
Responses to these questions often provide a clear road map for what areas of the agency need to be improved, and also provide insight into the client’s perception of what products and services are likely going to be important to them in the future.
In the business of insurance, great customer service should be viewed as a given, not a competitive differentiator. The reality of today’s competitive market place is that marginal customer service is no longer adequate for an agency to remain successful over the long term.
Daniel B. Price is vice president at Hales & Company in Harrisburg, Pa. This is an abstract from National Underwriter Property –Casualty, April 27, 2009.
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