The Management Series

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May 2017

Customer Service Should Be Job No. 1

What are the top priorities of your company? Writing more business? Finding more talent, perhaps?

Whatever your top concern is, it should be second to putting an absolute premium on customer service, Ken Crerar, president and CEO of The Council of Insurance Agents & Brokers, wrote in a column for Leader’s Edge magazine.

“We don’t talk about the customer service segment of the industry as much as we should. … For years, it’s been assumed people make decisions based on price alone, but that’s not always the case,” Crerar said. “With all the talk of disintermediation and disruption, the personal relationship between the broker and the client is the one thing that can’t be replaced.

Crerar outlines the various benefits derived from superior and effective customer service. It can lower operational costs since retaining clients is cheaper than constantly bringing new ones on board. But especially important, he says, is loyalty.

“Every ounce of effort you take off your customers’ shoulders, the more loyal they will be,” Crerar writes. “And loyalty matters, because people who have positive experiences with your business will tell their friends and colleagues about it, potentially setting you up for more new business.”

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