TAILORED, CUSTOMIZED SERVICE FITS CLIENTS' INDIVIDUAL NEEDS

Rough Notes, Feb 2004 by Hollada, M Rita

Regardless of the way in which client preferences are identified, the agency must have a system to record and communicate them to all agency members. This can be done by utilizing a client information record, often the first screen in an automated file. Again, a commitment must be made by every member of the firm to consult this information to determine the individualized service requirements.

A Georgia agency collects the names of extended family members, designating them as first, second and third contact in case of emergency. They also recorded preferred time of day as well as home, cell or office telephone for contact. They have knowledge of workplace information, interests and hobbies of their clients. They find this information invaluable in solidifying customer relationships. In fact, one of their customers told me that he had an opportunity to secure very favorable business insurance through an association program, but he decided against leaving this agency that knew him so well and watched out for him.

After I had selected my dress for the wedding, it looked pretty good right off the rack, but the wise sales representative suggested a few alterations. The wise insurance agent never settles for off-the-rack, but strives to design an insurance program and a customer service plan that is sized and altered and tailored to fit the client "like a glove."

By M. Rita Hollada, CPCU, CIC, CPIA

The author

Rita Hollada, CIC, CPCU, CPIA, is an instructor for many National Alliance education programs, including their Dynamics of Service program and Certified Insurance Counselor Institutes. She has been an insurance agent in Delaware for 25 years and often works as an agency management consultant on practices and procedures. She can be reached at www.insprofs.com. For more information on the National Alliance programs, go to www.TheNationalAlliance.com.