CSR Program Aims To Educate Beginners

While there are plenty of programs available for experienced customer service representatives to receive advanced instructions for specific insurance lines, programs for those new to the field have been in short supply.

The Independent Insurance Agents of New York sought to remedy that situation for its membership with an educational program they developed a year ago that is now available nationally over the Web.

The IIABNY's “Essentials for Customer Service Representatives” is a customized program designed to teach newly hired CSRs the basics of customer service. The program covers such topics as verbal communication, managing work priorities, building relationships, writing skills and negotiating techniques.

There are generic CSR programs to which agents can send their new CSRs, but up until last year there were no CSR programs geared directly at insurance agencies until the association launched its own program, according to Kathy Lawler, director of education for IIABNY.

“To our knowledge, this is a unique program,” she said.

While geared to the novice CSR, the program can also be utilized by those who may need help in a specific area, or the seasoned CSR insurance professional seeking refresher courses.

The IIABNY's program begins with an in-depth “Knowledge Check”–a series of scenario-based, multiple-choice tests that evaluate the areas in which a CSR needs to work. Ms. Lawler said it covers:

o Verbal communication (such as delivering difficult messages to clients).

o Phone etiquette.

o Professional listening tactics, including how to deal with irate customers calling to complain about rates or other issues related to their insurance program.

The program also boosts the business knowledge of the individual in both personal and commercial lines.

There is no correct answer to the questions on the test, she pointed out. The CSR chooses what she or he feels is the best resolution to the situation presented.

Testing is done in three different programs, each lasting 30-to-45 minutes. Most CSRs do not take all three tests at once, and it is up to them which section they want to take.

After the test, the answers are later evaluated and a report is sent to the CSR and their supervisor.

After receiving the report, she noted, the next step is for the supervisor and CSR to review the evaluation and then decide on the course of training the individual needs.

“The [customer service] representative may not need help with the fundamentals, but they may need help in other areas,” explained Ms. Lawler.

In New York State, the classroom courses are set up to run in two half-day sessions in response to member requests to give attendees the option of only taking a half-day out of the office.

A year after the program was launched, the “Essentials for CSRs” program has gone national, recently becoming available as one of the many offerings of the Independent Insurance Agents and Brokers of America's Virtual University, Ms. Lawler noted.

The offerings are the same as the current classroom program provided in New York, said Ms. Lawler, although there are some differences to accommodate the nature of online programming.

Instead of six class modules, the online courses will be available in 12 module sessions. It is the same curriculum, she said–just offered in shorter multiple sessions.

The one thing the online programs will not have will be the evaluation tests to determine what skills the individual needs. That will remain a part of the New York program only, said Ms. Lawler, because there are aspects of that program that do not translate online at this time.

The diagnostic part is also given at no cost to IIABNY members.

Unlike certificate programs, noted Ms. Lawler, these are not continuing education courses. These classes are designed for first-time CSRs who lack knowledge and background but have the potential to become assets to the independent insurance agency community.

Since its inception, the program has seen little alteration, she noted–except if changes have occurred within specific lines of products to ensure they remain current.

Of all the programs, the business section course remains the most popular, even with seasoned veterans attending classes.

“All of us can always use instruction in professional business writing,” Ms. Lawler pointed out.

Despite the fact that the classes are geared toward the inexperienced, they are often mixed with veteran CSRs, she said, pointing to the fact that the classes can serve as a refresher for all.

After each class there is an evaluation, and thus far the courses have received positive marks–which she attributes to the case studies and practical applications employed in the curriculum that is based on everyday events within an insurance agency environment.

“That has been one of the real hallmarks of the program,” Ms. Lawler observed.

While other states have shown interest in the program, she said no others have adopted it. However, with the eventual unveiling of the program online, it will soon be available in every state through IIABA membership.

“We are evolving to another delivery method,” said Ms. Lawler. “This is the second phase of our launch, to be able to offer these classes to those who can't get out of the office, who want to, and just don't have the time.”

Requests for additional information can be directed to Ms. Lawler at klawler@iiabny.org.