How to create, launch and maintain effective customer loyalty programs has challenged agents for decades. What's the right mix? How much time should be invested? What are the right messages? How will customers react? And, more importantly, will it help us effectively compete with increased competition from direct writers and captive agents?

Loyalty is the most valuable characteristic of an agent's book. Now, more than ever before, agents are seeking a proven and effective plan to build stronger relationships, win back lost customers, boost referrals and maximize the number of policies sold per client.

To help them stay in sync with the unique and changing needs of customers, carriers are creating new programs that are easy to initiate, maintain and evaluate. But how can an agent tell if a new approach to customer loyalty will be effective? A strong start can include the following steps:

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