CSRs Can Be Stars, Too
In any business involving a sale, the producer is inevitably the star. However, it's critical to remember that even a team of superstars needs role players to win consistently and become champions.
Selling a client is just the start of the game. Winners work together with all their teammates to hold onto accounts while continuing to add new ones. Service is the critical element in keeping "fans"–the paying customers–in your arena.
That's the lesson I recall every time I serve as a judge to help choose a National Outstanding Customer Service Representative of the Year award winner. CSRs, whose job is often thankless, are the secret weapons in every agency. Taking them for granted–or worse, mistreating them–is not only bad manners, but bad business as well.
This year, the judges were so torn that co-winners emerged for the first time. However, all five finalists emphasized a common theme–the need to work together for the good of the agency–and, of course, the client.
One of the winners–Misty Kriskovich, manager of the commercial insurance department for Hobson Insurance in Hobson, Mont.–says producers have an obligation to treat CSRs as partners in keeping customers satisfied. Ms. Kriskovich–whose degree in psychology probably comes in handy in the often crazy insurance business–says teamwork determines whether an agency will "sink or swim," with the key being "mutual respect."
"Simple gestures of appreciation…and treating the CSR as an equal instead of a servant are priceless," she wrote. "In an insurance office, what goes around truly does come around."
Her co-winner–Miranda Wescott, personal account manager at Chandler-Frates & Reitz in Tulsa, Okla.–said that to operate most effectively, producers must "have faith" in their CSRs by trusting them to deal with clients one-on-one while juggling often conflicting responsibilities.
The other three finalists for the award–sponsored by the National Alliance for Insurance Education and Research in Austin, Texas–also had sound advice to offer agency producers and their fellow CSRs.
Diane Hodas, a commercial lines supervisor with Loesel Schaaf Insurance Agency in Erie, Pa., noted that "the CSR and producer are one another's client. We are a team." She urged agents to "actively involve a CSR in the account being sold or renewed with the agency," including an introduction to the buyer. "The CSR is no longer just a processor. We are in the business to review and sell protection to our clients."
Carol "Cricket" Mitchell, a CSR with Premier Insurance in Twin Falls, Idaho, said producers must "promote a positive team atmosphere and work with–not against–their CSR as they work toward common goals." She said "streamlining negativity is vital," especially since CSRs are "often…on the receiving end of the calls from irritated clients…The producer has the communicative power to turn frustrations into triumphs; turning negative experiences to positive ones."
Cathy Cassetta, with BB&T/Iler Wall & Shonter Insurance in St. Petersburg, Fla., said CSRs need "continued contact with the producer," suggesting weekly or semi-weekly meetings to review accounts. "Keeping one another abreast of any potential issues and/or reminding one another of a special event that occurred or is coming up with a client will help build lasting relationships with clients."
Ms. Wescott summed it up best. "Insurance companies provide basically the same product," she warned. "Service is the one thing…which can make the difference." Since CSRs are the people who make all the difference in service, they are stars in their own right.
Sam Friedman is Editor-In-Chief of NU. He may be reached at sfriedman@nuco.com.
Quotebox, with mug:
"Taking CSRs for granted–or worse, mistreating them–is not only bad manners, but bad business as well."
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