CSRs: Hand-Holders And Hammers

The essays focused on identifying the "five essential service skills" a CSR must have to be successful. This years winnerDewinda Ford, commercial lines manager and CSR for The Bramlett Agency in Ardmore, Okla.listed her top five as "making our clients feel special, creating a bond of trust, providing the highest level of service, extending product knowledge, and developing strong producer/company/coworker relationships."

Honesty is the best policy, according to Ms. Ford, who is also a vice president and office manager. "Even though we cannot always accommodate the needs and wishes of a customer, if we are forthright about situations and do our very best to keep them informed about their coverage, claims and market changes, a bond of trust will grow, to the benefit of both CSR and customer," she wrote.

Ms. Ford also never forgets that insurance is a people business, going out of her way to "establish a level of friendship with our customers."

Besides discussing a clients business needs and goals, she wrote, "we also get to know each other personally by sharing information about our families and friends. We celebrate together and cry together as the occasion warrants." At a time when people are more frequently stuck interacting with a machine when they call for service, the personal touch Ms. Ford offers could make all the difference in keeping an account.

Ms. Ford also emphasized her role as an educator. "I have always wanted my customers to be knowledgeable about their insurance coverage," she said. "In one respect, this is a little selfish on my part, as my job becomes easier when the insured is educated on the various aspects of their insurance coverage, but it also goes back to our responsibility to provide quality service to the customer."

As a teacher, she said, "I do find resistance occasionally, but overall, I find the customer wants to be better informed about coverage, limitations and deductibles."

Ms. Ford, who recently celebrated her 30th anniversary with Bramlett, is very active in her community. She served on the Lone Grove City Council for six years, including one year as mayor. Her experience in local politics no doubt serves her well in dealing with the demands of her professional "constituents"her clients. "I feel that I have been called to serve my fellow man and look forward to continuing to provide service to the best of my ability," she concluded.

The other finalists had valuable words of wisdom to offer as well.

Jacki Cameron, personal lines CSR with SWBC Insurance Services in San Antonio, Texas, called her work "a journey," citing "motivation, knowledge, communication, empathy and, perhaps most importantly, avoidance of complacency" as the skills propelling her to her destinationcustomer satisfaction.

Having a thick skin is also important, she acknowledged. "When dealing with a difficult customer who seems to enjoy making your job miserable, all of these tools and the motivation they inspire can fly out the window." To "maintain focus," she advised, "develop a personal policy to see challenges as opportunities."

Elaine "The Hammer" Slate, client service executive at Holmes Murphy & Associates in West Des Moines, Iowa, wrote that she earned her nickname from one of her key customers because of her ability to get a "win-win solution for both the client and the insurance company." In-house training to develop negotiation skills made all the difference, she noted.

"My negotiation style is not to hammer the insurance companies. That is simply how my client views my ability to provide them with more than they have asked for," she wrote.

Peggy Fletcher, commercial lines services manager for the Charles Crane Agency in St. Louis, Mo., wrote that while education is critical to be an effective CSR, you have to go beyond being merely "book smart"–knowing coverages and how they should be applied to clients. "There is [also] the knowledge of experienceMany times it is not what you know, but knowing where to look to get the desired results."

Ann Tharp, commercial lines CSR at Collins Insurance Agency in New Albany, Miss., wears her "customer service tool belt" at all times, which comes equipped with "education, promptness, accuracy, discretion and a caring attitude." She wrote that one of her responsibilities is updating her insurance knowledge daily to keep current on issues facing her clients, in part by "reading industry magazines." (Well second that one.)

Ms. Tharp summed up the CSRs challenge nicely: "There is no doubt that the insurance industry is going through a true hard market, and during these times of non-renewed coverage, premium increases and companies leaving the state, it is my service skills that will make a difference in renewing an account or losing an account," she wrote.

Sam Friedman, NUs publisher and editor-in-chief, celebrated his 22nd anniversary with the magazine this month. He may be reached at sfriedman@nuco.com.

Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, September 19, 2003. Copyright 2003 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.