You're enjoying a calm morning in the claims department untilyour phone rings. On the line is an irate commercial accountwanting you to visit next week to discuss complaints about theunit's adjusting service. Or, an insurance broker requests that youvisit a policyholder to review reserves and discuss claim-handlingprocedures. Alternatively, your marketing rep asks you to join herto visit an account that is up for renewal to tout the advantagesof staying with your company due to its claim-handlingcapabilities.

No matter the context, making client calls is a challenge forclaims professionals. Such encounters induce anxiety and dread.Instead of angst, though, claims professionals can feel prepared byhaving a protocol for such meetings and commanding the agenda. Hereis the claims professional's “playbook” for planning and executinga successful claim-oriented client call:

1. Lay the groundwork.

Confirm the meeting date and time in advance. Clients are busy.Email a few days before the visit, confirming the date and time.Tell the client you look forward to visiting.

2. Get driving directions.

Map these out in advance and/or make sure that you have afunctioning GPS. Build in commute time to the client's office.Factor in sign-in time at the front desk, finding the rightbuilding, etc.

3. Involve the broker.

They are protective about client relationships. They bristle atanything they view as going around them. As intermediaries, theyexpect to be the liaison between the insurer and policyholder.Before scheduling a client meeting, contact the broker and let himor her know of your desire to meet. Ask if the broker wants to helpschedule or participate.

Often, a meeting request comes from the client or from thebroker, perhaps due to claim problems or concerns. The point: paythe broker the courtesy and avoid ruffled feathers.

4. Send an advance draft agenda.

Know your aims for the meeting. What exactly do you want toaccomplish? Discuss reserves? Review open claims? Address clientservicing issues or complaints? Evaluate defense counsel whorepresent policyholders? Discuss contentious coverage situations?Strengthen the client relationship? These are just examples. Sharewith the client an advance draft agenda, inviting them to addfurther topics they want covered.

5. Do your homework!

Before meeting with the client and leaving for the trip, observethese fundamentals:

• Read/review the underwriting file.

• Speak with the account underwriter.

• Google-search the company and read its recent news.

• Google-search and/or do a LinkedIn scan on the person(s) withwhom you will be meeting. This can offer insights about interests,hobbies, background, education and the like, which can all berelationship points for icebreakers and “small talk.”

• Read/review open claims.

• Chat with others inside the claim unit who know the account.

• Prepare insightful questions.

• Have a “deliverable” to offer. This could be an article reprintor a promotional item from your company.

• Take extra copies of handouts.

6. Be punctual!

You get one chance to make a good impression. Don't start bybeing late. Factor heavy traffic into the meeting plans. Book ahotel close by to minimize delays.

Related: Bad business networking

7. Prepare for paranoia.

Let clients know there is no hidden agenda. Since adjustersrarely leave their cubicles to meet clients, expect clients to bewary as to why you are visiting. Put them at ease, letting themknow that there are no hidden agendas and that this is part of theservice outreach to learn more about the company, review claimprocedures, answer questions about files and to do a betterjob.

8. Look professional.

Appearances count. Wear your best business clothes. Payattention to grooming. You are an ambassador for your company. Whenin doubt, dress up, not down. The client may dress in businesscasual but, unless he or she insists you do likewise, businessattire projects professionalism.

9. Don't overstay your welcome.

Manage your time and honor your time commitment. Noticenonverbal cues from the client if he or she extends the discussion.Be flexible, but do not waste the client's time.

10. Don't argue!

Claim issues can inspire heated discussions and differences ofopinion. Don't become emotionally invested in your, yourdepartment's or your company's claims-handling.

11. Be flexible and not chained to youragenda.

Plans can and should be adjusted if the client veers towardtopics not on the agenda. The client's needs are what matter, not aprefab agenda. That said, before the meeting, capture any “hotbutton” issues the clients may raise and encourage them to listthem in advance.

12. Don't fret about your return flight or nextappointment.

Build some extra time into your schedule so you are not in ahurry to end the meeting simply to catch a flight or make the nextappointment.

13. Leave the meeting with action items orfollow-ups.

Wrap up by mentioning follow-through items you will accomplishafter returning to the office. This could be to tweak claimprocedures for a particular account, reassign a file, lower areserve, deliver feedback to an adjuster or a defense attorney, orschedule a department meeting focused on servicing the client'sclaims.

14. Seek feedback on your company and itsclaims-handling.

Take the client's temperature as to whether or not it is asatisfied customer, or what needs to be done to improve claimservice.

Related: Simplify your message to connect withclients

15. Follow-through!

Whether or not the meeting is successful often depends not juston the in-meeting time, but the follow-through. After a claimservice visit, execute on the promises made in the topicsdiscussed. This could include:

• Following through on commitments made.

• Sharing feedback, however unpleasant, with peers, claims staffor higher-ups.

• Updating claim and contact information.

• Delivering client feedback to attorneys or adjusters.

• Readjusting case strategy.

• Sending a recap letter and “thank-you” to the client andbroker!

• Drafting a “trip visit” report to keep in a central locationaccessible to all staff.

16. Leave a good impression!

When visiting the client, you are an ambassador for yourcompany. You can help or hurt the odds that the account remains asatisfied client or shops around at renewal time for a cheaperquote. Ideally, you want to leave the meeting with the clientthinking, “Sure, I could get a lower premium and a cheaper quoteelsewhere, but the attentiveness and service from this company'sclaims staff is worth the price difference!”

So much business is now conducted through email, texts, phonecalls and voicemail. Those tools maximize efficiency but areimpersonal, degrading the opportunity to forge positive long-termrelationships. Claims professionals skilled at client calls setthemselves apart and create rich opportunities for customerretention and stronger brand equity for their company. They canserve as powerful marketers, help retain customers, boost brandequity and help win new business. Use them well.

Kevin Quinley CPCU, AIC, is the principal of Quinley RiskAssociates LLC. For more information, visit www.kevinquinley.com,follow him on Twitter @ClaimsCoach or reach him at [email protected].