I’ve written in the past about the importance of valuing relationships and being committed to focusing on what is most important to brokers and carriers. I feel that having a responsive, problem solving front line staff is key because a broker’s business is ever-changing and ever-challenging. Mutual trust and guidance are paramount.
I’d suggest that valuing relationships is a goal that goes beyond just the product provider. We think there’s merit for producers to focus on their service ratings, too. That takes vision, integrity, and planning. Your front-line relationships can be informative and inspired, whether your operation is multi-state or is lean and local. Just as we approach our broker relationships, when it comes to the service side, there is no one-size-fits-all approach.
A customer service representative I know very well receives rave reviews from brokers and clients alike. This person has been on the job for 35 years, so their passion to help the person at the other end of the phone call is consistent, authentic, and time-tested. Meanwhile, a veteran sales professional—whose customer is often altogether different—employs a similar philosophy and approach.
Here are some considerations to think through.
Put passion first.
Is a day’s work in the contact center a job or a passion? Is each contact a call to greatness, whether it’s a process or a billing question? Does your customer service representative exercise empathy as they assist? After all, people are calling for help, and helping them means stepping up and meeting their needs—putting your heart into it.
Take care of it the first time.
It should be the primary goal to take care of your customers’ needs on the first call. Resolve it. You have to stay with it, own it, and follow through until you finish. Be ready. Have the right resources accessible so you don’t make a short call long, know how to research and check with others on the team and be prompt with your solution-focused responses if a callback is required.
Be prepared and positive.
Negative vibes or attitudes bring negative results. A natural tendency toward optimism goes a long way on customer calls, where small talk can lead to big results. Set a pleasant tone, which can have a surprising impact both in the workplace and on the phone. You’ll likely encounter a lot of easily-answerable questions. What feels mundane to you is expected by the policyholder, so get centered and prepare your mind before each call. Reflect and find focus.
It doesn’t get done alone: Ask for help.
Did you know that the number one way to earn someone’s trust is to ask for help? That’s according to research guru Brené Brown, whose studies reveal that people who are willing to receive help show they’re also willing to give it. Supportive colleagues equate to teamwork, and that’s the root of getting the job done. Anyone can get to a point where you can’t do it all, so have people you can rely on to pitch in. (By the way, your help squad should include your product provider who can coach and develop your staff on life and disability insurance products and related topics in order to better serve the clients’ needs.)
Build a track record from feedback.
Your customer service professionals need to read from the same page to ensure consistency of experience. The best environments are both top down and bottom up in nature. By building a track record of solutions that make it easy for the caller, you can streamline processes which would allow time for more hands-on education and interaction. It makes the job fulfilling and it creates a perception that the call-taker’s input is appreciated.
Measure, measure, measure.
At my company, data is a driver. Seek not just feedback, but feedback that pertains to a particular strength of your company such as new coverage implementation. We send follow-up surveys in four key areas—promptness, attention to detail and thoroughness, product knowledge, and politeness. Why? Well, the onboarding process can be a challenge and cause of frustration for policyholders (and brokers), but if you do it right the first time you don’t have to worry about getting a call of frustration–saving you time for those who truly need the assistance.
Does service pay off in the end?
Clients should be satisfied with your value, your products and your service. A consistent front-line experience can mean a happy client, and that happy client is more likely to stay put year after year. Keeping existing customers allows you to focus on earning new business, growing revenue and spending less time on requests for proposals.
A positive experience in just one interaction—that is replicated over and over again on a consistent basis—can enhance your relationships with your clients and increase the perceived value of their relationship with you.
Remember what this is all about.
Our goal is to provide industry knowledge and education to help producers develop, allowing them to better serve their clients, grow their business and ultimately increase broker revenues. The ideal outcome for both service and the business bottom line is a more educated policyholder who can focus on their job, knowing that during life’s most difficult times their paycheck will be protected and their family can be financially secure.
OneAmerica® is the marketing name for the companies of OneAmerica.
