We've all read about excellence, heard about excellence, talked about excellence, and quite frankly may be sick to death of excellence because the parameters for it keep changing.
For years physiologists claimed the human body was incapable of running a four-minute mile . . . but that notion was shattered by Roger Bannister in the 1950's in England. Today, it's commonplace for runners to run a four-minute mile.
The same is true of excellence. 'Excellence' means 'superior'...but superior to what? Excellence means surpassing your own standards as well as outperforming other agencies.
The first step toward achieving excellence is recognizing the limits or standards previously established in a given area. Some examples common to many agencies are:
- Submitting a loss notice to the company or the adjuster within 24 hours of receipt from a client
- Providing a premium estimate for a prospect within two to three working days of the request
- Sending a confirmation of cancellation to all parties on a contract within 30 days of the lapse date
- Calling clients within 24 hours of receipt of audits to verify their accuracy
- Beginning an account's coverage review 90 days prior to the actual renewal date
- Completing a change request form (or format) while a customer is on the phone or at your desk
Once these conventional standards have been identified, achieving excellence requires transcending these standard expectations regularly and notably. Avoid performing to established standards. Go beyond the norm.
Each agency is different. Take the time to discuss with others some simple and easy-to-implement techniques for surpassing stated norms, for example, submitting (by FAX or electronic interface) a loss notice to the claims office or adjuster within one hour of a report.
Excellence is not a one-time affair. It takes time and commitment. There is no particular moment when one can say, 'Aha! Now we are excellent!' Excellence is a continuing process of clarifying needs and desires, perpetually enhancing service and sales procedures, and loving what you do.
Being aware of the parameters for excellence and rising above the status quo make you unique. The parameters for excellence keep changing, so revise and upgrade established standards periodically. And break that four-minute mile!