CSR JOB TITLES
by the IIABA Virtual Faculty
For eons (it seems), the persons who directly serviced clients in the agency have been referred to as “Customer Service Representatives” (CSRs), or sometimes “Customer Service Agents (CSAs). The IIABA Virtual Faculty discuss a movement toward job titles more reflective of the responsibility and critical role that “CSRs” take.
Since many of our Agency Management Faculty do in-agency consulting, we polled them for what they’re seeing and got these responses:
FACULTY RESPONSE
Last year when we did a compensation review for 30 of our top clients, the position was very often called an “account executive” or “account manager” rather than an account representative or CSR. This reflected the higher level of service and contact that this position usually provided. The account executive usually supported a producer, freeing up that producer’s time to sell new accounts, with the account executive handling all other functions on an account once it was sold. In larger agencies, account executives often have the support of a marketing and claims department, and possibly a lower level CSR.
Here are some titles that I’m seeing:
• Commercial Account Manager
• Commercial Account Specialist
• Commercial Account Agent (if licensed)
• Special Accounts Manager/Agent
FACULTY RESPONSE
We use several distinct classifications of title for service staff in agencies:
1. Service Assistant. Does not generally interact with clients; responsible for all documents coming from the carriers through the agency to the clients; might interact with carriers and clients for follow-ups.
2. CSR. Works in the office and is responsible for all contacts coming from the client through the agency to the carriers, including updating the agency and/or carrier systems; does quoting and answers coverage questions as needed; does marketing to carriers at the direction of others; often works on any service need regardless of client, or might work on a designated client group.
3. Account Manager. Performs the tasks of a CSR (or might be teamed with CSRs and/or Service Assistants); might also be responsible for client visits to maintain relationships and manage administrative requirements (as opposed to sales requirements) for the agency.
4. Account Executive. Assumes total responsibility for the after-the-sale management of a distinct group of accounts, including the agency relationship, expansion of insurance coverage for the accounts, and account retention; will be salaried, with the salary possibly sensitive to the volume (commissions) handled.
FACULTY RESPONSE
This is a question that I deal with frequently. Some agencies operate under the delusion that a job title can replace salary and compensation increase considerations. I’ll plow ahead under the assumption that this isn’t the case. Today, most states require some type of licensing of individuals in the agency who actually deal with customers and discuss coverage. The real challenge is determining what people really do on a day-to-day basis.
Some thoughts: There is, of course, still a place in the agency for Customer Service Rep (CSR); however, I believe that this position is more on the processing side of the equation, rather than dealing directly with customers all day. The next step would be the Customer Service Agent (CSA), a title that adds credibility to the person working with the customer: It says that the employee is licensed and able to deal with the situation. Most agencies that have gone to this title still see this person in an “inside” job.
There’s another one: depending upon how you want your customers to perceive the people they must deal with, consider Customer Account Manager (CAM). This title lets the customer know that they’re working with someone who can make some decisions and provide a feeling of confidence.
Then there’s the traditional Customer Account Executive (AE). To me, this is a person who is assigned specific accounts, with at least 40% of their job requiring onsite work with the customer.
These titles work for all lines: Personal, Commercial, Employee Benefits, etc. Determining the differing levels of responsibility also means looking at job grades and the accompanying salary ranges.
In my opinion, choosing titles is like making an announcement. How does the agency want the client or customer to perceive the person with whom they’re dealing? This will go a long way to help in choosing the appropriate titles.
FACULTY RESPONSE
There are three reasons for job titles:
- To identify quickly and clearly the actual responsibilities and authority of an individual.
- To differentiate the knowledge, skill, and ability of employees for purposes of work assignments, compensation, development, recruitment, morale, etc.
- To communicate confidence and quality to a customer.
Hence, I recommend:
1. Ask your employees what they think these titles should be.
2. Ask your customers who they would want to work with.
3. Don’t get caught up in compensation/US Dept of Labor/legal terminologies for identifying your people to your customers.
Just a quick response from this 20-year insurance HR manager — this advice would cost you big bucks if you hired me as a consultant (and take a lot more words ).
Reproduced, with permission, from the VuPoint Newsletter of the IIABAVirtualUniversity. For more information on the VirtualUniversity, click here. The members of the University Faculty offer expertise in every aspect of agency management and marketing. Many of these faculty members are available for in-house training or consulting.