If you ask almost any independent agent what makes their agencydifferent–and better–chances are you'll hear the phrase “customerservice.”

Yet many agents don't use the connectivity tools we haveavailable today, while others reject any concept of customerself-fulfillment or any new way of providing 24/7 contact.

“We're different,” these agents say. “If our customers have aproblem after hours, they can call one of our owners' cell phones.That's the way our customers like it.”

Or do they?

The fact is, today the words customer service are so overusedthat their meaning has become vague.

I contend that customer service and technology are not twodisparate terms–and that agencies providing the best customerservice are also diligent in offering customers the benefits of thelatest technology. After all, what is customer service but givingpeople the opportunity to do business with you the way theywant–whether it be face-to-face, or at 2 a.m. by logging in to yourWeb site?

Think about the best customer service experience you've had inrecent times. Chances are you got what you needed without feelinglike you wasted your time.

The real-time rating tools now available enable you to give bothpersonal service and speed to your customers. In literally minutes,while that person is on the phone or sitting in front of you, youcan give them their quotes. If that person wants to shop around,you'll be able to offer those quotes as well–immediately.

That's customer service, and also a smart way to prevent yourbusiness from literally walking out the door.

By providing your customers with self-fulfillment options onyour Web site, you enable them to find the information they need orgenerate their own certificates when it's the most convenient tothem.

“But our business is built on relationships,” the skepticalagent says. I ask you, when have you ever built a relationship byprinting out a certificate or giving out your mailing address?

For smart agents, technology gives them more time to buildrelationships by freeing them and their staffs from having to spendtime performing mundane, mechanical tasks.

Instead of doing everything the way you've always done it, findnew ways to reach out to the community and your customers. Takingadvantage of all the technological tools in play will give you thetime to do it.

For some reason, many agents define customer service as “doingthings the old-fashioned way.” I believe customer service startswith giving your customers both speed and options.

You will always have customers who want to get their answers byphone, or even coming into the office, but there's a sizeable groupout there who equate service with speed, simplicity andchoices.

When we talk about technology, we so often focus on how it canmake agents more productive or reduce cost. I'd like you toredirect that thinking. Take a new look at the connectivity andautomation tools available today, and think of how these can helpyou provide outstanding customer service.

Keep your old-fashioned values, and keep building your customerintelligence (technology can help with that as well), but take alook at how technology can truly help you differentiate the wayyour agency serves customers. You–and they–will be pleasantlysurprised.