You probably have a clear idea of what you expect from your producers. What about your support staff? Do you have procedures for your receptionist? Do you provide your CSRs with a formal job description? Grace Bauer explains the importance of defining the responsibilities of your employees to ensure customer satisfaction and agency success.
What a surprise! I’ve been working with agencies now for 12 years, and this was the very first time I’d ever heard, 'You’re welcome and just a moment, Ms. Bauer, Mr. Meses will be right with you.' It was the receptionist — the one employee who literally touches every single person who contacts the agency. I felt so special. She was actually saying my name. She was actually taking the time to say, 'You’re welcome.' Eventually, I started thinking about two other positions in an agency: the claims employee and the customer service representative. How are these positions living the 'care' in customer care?
THE RECEPTIONIST
The receptionist is probably the most important employee in your agency. I never realized this until I received a personal greeting from a receptionist. I actually felt special. Each time I spoke with this employee, she took the time to respond. At first, I really didn’t pay any mind to it. Then, I realized that she performed this procedure every time, with each caller.
Only two or three agencies have told me that they needed procedures for the receptionist’ position. To live the care in customer care and make all callers feel important, develop procedures for the receptionist position. For example, have the receptionist say, 'You’re welcome' whenever a caller says, 'Thank you.' Make sure the receptionist finds out who’s calling, have the caller use their name, and (if possible) get back to each caller before connecting the call. I can’t say it enough: Live the care in customer care today! It makes a huge difference.
THE CLAIMS PERSON
The claims person is probably the second most important person in you agency. After all, the only reason your customers buy insurance is to help them in the event of a claim. When an insured calls with a claim, they’re usually distraught, upset, and feeling helpless. The way your agency handles customers’ claims can keep your customers for life. 'Your agency helped me during a very critical time in my life.' Be there for each insured, give them plenty of TLC — and they’ll know that you helped them at a very critical time.
Again, a job description is essential. As soon as the claims person receives the information from the insured, they should send them the initial claims, along with a copy of the claim form that went to the company. The letter should say that you’ve forwarded the information to the insurance company, the adjuster will be in contact within a day or so, and to call the claims person if they need help at any time.
Have the claims person follow up with the insured a week later to make sure everything’s okay. Even leaving a message on the answering system is fine. At least the insured will know you were thinking about them. Finally, follow-up with the insured at least one more time after the claim has been settled to schedule an account review. Tell them that it might be a good idea to review all coverages to make sure they have the proper protection, just as a precaution. I’m almost positive every insured will say, 'Yes. When do you want to get together?' If the insured can’t come to you or you can’t go to them, make a phone call appointment. The insured will be happy to do it. Again, live the care in customer care.
THE CUSTOMER SERVICE REPRESENTATIVE
Finally, we come to the customer service representative — another critical employee who touches your customers all day long with phone calls, questions, and walk-ins. The best advice I can give the CSR is follow-up, follow-up, follow-up! Before the CSR hangs up the phone, they should make sure the customer is satisfied, ask them if they have any other questions, and mention, 'Remember, I’m here if you need me. Just call.' That extra message to the insured before hanging up will let them know your agency is there for them. Have CSRs follow up on all issues and make sure the insured is satisfied with whatever question or concern they’ve brought to the CSR. Live the care in customer care!
The receptionist, the claims person, the customer service representative — all play an important role in living the care in customer care. Develop procedures today for the receptionist in your office. You might think this is unnecessary, but boy I know it makes a big difference. Train the claims person to send the follow-up letter, make the follow-up phone call, and schedule the account review. Your insureds will remember that your agency cares about them. Finally, add those extra procedures to the customer service representative’s job description. Give that extra attention before hanging up the phone with the insured and make sure the insured is totally satisfied with whatever concern or question they’ve brought to the agency.
Live the care in customer care today!