Your agency management system offers a number of tools for evaluating CSRs.
Many agencies are using their automation systems to provide information on CSR job performance.
One common computer-based evaluation program measures the volume of work that each CSR processes. The program produces a report from the information recorded on the agency database as CSRs move through their daily work. Each transaction is coded and can be attributed directly to the CSR who processed it.
TRANSACTION LOGS AND ACTIVITY REPORTS
These computer-generated reports, called “transaction logs” or “activity reports” show the number and type of transactions processed over a given time. Some transaction logs can even show the amount of premium (additional/return) involved in a particular transaction.
Such reports showcase CSRs who consistently outperform others in numbers of transactions processed. Numbers, however, are not the sole determinant of excellence. For example, a CSR might spend hours, or even a whole day, on one transaction in order to save an account. In this instance, the extra time is well spent if that account is profitable for the agency.
To allow for this kind of variation, transaction logs/activity reports are usually measured and compared over a six-month period. This assumes that over the long run, other CSRs will have had similar experiences and the numbers will even out.
Volume of work processed is one aspect of the CSR evaluation process. Errors are another side of the coin. While speed is important, don’t emphasize it if the result is CSRs who process tons of work but make mistakes that could create an errors and omissions situation.
DESK AUDITS
Many agencies have tried to correlate speed with accuracy by employing additional methods to measure CSR performance.
One method is desk audits. During a desk audit (unannounced), a supervisor will go through a CSR’s work in progress, including unprocessed mail and pending items on their desk, checking for accuracy and timeliness.
Desk audits verify that a CSR’s work meets the performance guidelines set by the agency. Items that do not meet standards should be noted and discussed with the CSR. You can then take steps to eliminate problems before they become an errors and omissions exposure.
FILE AUDITS
File audits are another backup method for the transaction log/activity report. For a file audit, a supervisor or manager pulls three or four files at random from the customer files or database for discussion at a staff meeting.
During the meeting, time is set aside for the CSR and/or the producer who handles that account to present an overview of the account. Other staff members work from the file information to identify things that were done very well, not so well, and perhaps not at all.
A file audit reflects how thoroughly a CSR manages an account. It allows staff members to sit down together as a team and exchange ideas and solve problems.
It also allows other staff members who don’t normally have contact with that account to become familiar with it. They’ll be better prepared if they ever have to speak with the insured or handle a demand contact on the file.
NEW ISSUES
Many of these job evaluation issues are new to CSRs. In the past they’ve pretty much been left alone to do their jobs as they saw fit. However, loss control, teamwork issues, errors and omissions, and an emphasis on being proactive, rather than reactive in servicing accounts, has changed that forever.
These evaluation techniques assist managers in developing CSRs, while offering CSRs much-needed support and recognition for the important role they play in the agency. Objective job measurements help identify top performers so you can compensate them appropriately. These techniques also identify individuals who need additional support or motivation, reward excellence, and pinpoint CSRs who might benefit from further training opportunities.
Competing with other CSRs might not be comfortable, because it’s a relatively new concept. However, in light of the increasing competition facing agencies and the industry in general, it’s essential to recognize, retain, reward, and promote the very best CSRs.