Value-added services for personal lines? You are kidding, right? Offer value-added services to personal lines customers? That's for business owners, not homeowners.
You know the conventional wisdom: The only thing that personal lines customers care about is price, price, price. They want the highest amount of protection for the least amount of money. Some do not even seem to care about the protection; they just want the lowest premium possible.
There may be some truth to that for about 20 percent of our customers. At least that is what we read in numerous trade journals and association surveys. Well, that still leaves 80 percent who definitely are looking for more than just a policy.
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