Make-Or-Break CSRs
Working as a customer service representative is often a thankless job but not today. As a judge for the "National Outstanding CSR of the Year" award for quite some time now, I can't help but marvel at how these front-line troops can make the difference in keeping an account on the books, and enjoy sharing their war stories and insights with you.
Now that the market is softening and competition is heating up, agencies cannot afford to alienate clients with poor customer service. That's why this year's essay topic "Four Ways CSRs Can Make or Break an Agency" is right on the money.
It was a pleasure and honor to help choose Ruth E. Phillips of the Morrell Agency in Magnolia, Miss., as the winner of this year's award, sponsored by the Society of Certified Insurance Service Representatives, the Society of Certified Insurance Counselors, and the National Alliance for Insurance Education & Research in Austin, Texas.
Besides her CSR work, Ms. Phillips is a licensed agent who also prepared a disaster emergency kit for her office. And she's no stranger to the award scene, having been named the 2003 "National Rookie of the Year" by the National Association of Insurance Women.
Her essay, which we will publish in next week's edition, should be read by every new CSR. She would make an outstanding instructor for a CSR boot camp. "A strong CSR knows that customers are never interruptions. Insureds are the reason for our work," she wrote, citing knowledge, trust and personality as "make or break" attributes. She also provided a long list showing how "weak" customer service drives business away, while "strong" CSRs keep their agencies growing and profitable.
The other four finalists offered excellent advice, as well.
Sarah F. Barber of the Lyman & Sheets Insurance Agency in Lansing, Mich., emphasized the T.E.A.M. approach citing time management, education and experience, above-average service, and managing errors and omissions as her key points. "With insurance being an intangible product, the service I provide to my clients is critical," she wrote. "Thriving agencies have one thing in common loyal customersAs competition grows, so does the CSR's need to exceed the client's service expectations."
Susan M. Emile of Liberty Mutual in South Easton, Mass., pointed out that often "all a customer wants is a friendly ear." There are times, she noted, "when a customer simply needs to talk or vent about a perceived problem, and having knowledge, professionalism, friendliness and empathy surely will [help a CSR] appease the most volatile circumstances."
Dana J. McDaniel of Messer-Bowers Insurance in Enid, Okla., relied heavily on sports analogies, emphasizing the need to "tackle problems early" and be "quick and tenacious" in solving them. "Execution of our game plan" is also crucial, she wrote, adding that "getting the job done is a must."
Keri Morris of Legacy Texas Insurance Services in Plano, Texas, considers "attitude" the most critical element. "Most clients prefer talking to someone who sounds like they are having fun and really enjoy what they do! Similarly, a poor attitude, a lethargic voice, or someone who tries to rush a client through the conversation can and will contribute to the agency losing that client at renewal or even worse, mid-term."
I certainly would want any or all of these can-do people on my team! Congratulations to each of them!
Sam Friedman
Editor-In-Chief
Reproduced from National Underwriter Edition, August 5, 2004. Copyright 2004 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.
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