the evolution from a reactive process …...communicates exceptional customer service promotes...

THE EVOLUTION FROM A REACTIVE PROCESS BASED SERVICE AGENCY TO A PROACTIVE SALES/SERVICE AGENCY

S P O N S O R E D B Y

The Evolution from a Reactive-

Based Service Agency to a

Proactive Sales/Service Agency

Created & Presented by:

Christine M. Sullivan, CIC

Innovative Management Solutions, LLC © 2013

Proactive Versus Reactive

Customer Service How does this help you and your team?

◦ Minimizes phone calls and walk-ins by up to

25%.

◦ Allows you to prepare for your calls/visits.

◦ Enables you to allow time in your schedule to

accomplish this.

◦ Minimizes the interruptions in your day.

◦ Promotes Quadrant II lifestyle.

◦ Helps control your focus.

Copyright 2013 Innovative Management

Solutions, LLC


Customer Service (cont.)

How does this help your client/prospect?

◦ Gives them the one less thing to worry about expectation.

◦ Allows client to have piece of mind that their account is up to date.

◦ Saves Client several individual phone calls a year.

◦ Promotes Quadrant II lifestyle for your clients.

◦ You’re passing along your time management skills.


Solutions, LLC


Customer Service Perform a policy review on every interaction

Look to provide an educational experience with every interaction.

Reflect on every interaction when possible, as yourself:

What did I do that was proactive with this client/prospect?

What did I do to create and set the stage for my proactive communication and behaviors in the future?

Do they know what to expect from me or the agency next?

Did I leave the door open for a new experience?

Did I make a difference/ create a new WOW Factor?


Solutions, LLC

Establishing the Lasting First

Impression “What you see is what you get”◦ Goes a long way!

Treat EVERY client interaction as a sales opportunity, and NOT an interruption

Appearance:◦ Neat

◦ Organized

◦ Professional

◦ Confident

Research their account BEFORE meeting with them!

Begin paperwork preparation

Respect their privacy

What do they expect?

Innovative Management Solutions, LLC ©

2013

Building Client Relationships

Build a program.. And deliver on your promises

Why?◦ Price is so apparent in advertising and with

conversation between consumers

◦ Recent surveys support that this is what the client wants…

◦ Relationships improve: Loyalty

Trust

Wow Factors

Referrals

◦ Minimizes: Need to shop

Reason for doubt in your abilities and reasoning


2013

Agency’s Value-Added Propositions

Align them with the agency’s vision and mission.

Know them

Rehearse them

Communicate what they mean to the client.

Be prepared to elaborate on them – important value added propositions promote open conversation.

When you need an alternative to price, this is your golden egg.

Set a time frame to begin moving away from procedural changes such as processes, course of action and methods to more of behavioral changes which include our performance, activities, how we interact with our clients/prospects and how we conduct business as an agency.


Solutions, LLC

Personal Value-Added Propositions

Develop an effective 2 to 3 line elevator speech

◦ Include your personal value added propositions

What make you so good at what you do?

Why do your clients love YOU?

◦ Be prepared to use clear examples to support this..

Imagine your client saying.. “prove it…”

Practice it; this will allow for a success


2013

Earning the trust and credibility.. the

feeling that you have their back.. Create a comfort and relaxing experience for

them.

You ask, listen and provide assistance to THEIR needs.

Set clear expectations for follow-up if needed

They should not leave without feeling that you have addressed AT LEAST what they came in for..

Make it easy for THEM!

Leave a lasting impression.. one they will talk about..

Ex: Black Friday experience


2013

How to make a plan that….

actually works!


Solutions, LLC

1 SET

GOALS

2 DEVELOP

COMMITMENT

3 DEVELOP

EFFECTIVE ACTION PLANS: WHO, WHAT WHEN, HOW

4 TRACK

PROGRESS TOWARD GOAL OR

ACHEIVMENT

5 MAINTAIN

FLEXIBILITY

Communication of the Vision,

Mission and Agency Goals. Know the direction your agency is going –

it’s Vision.

Know why the agency exists – it’s Mission.

What are the goals of the agency?

◦ Department goals

◦ Line of Business goals

◦ Policy Count goals

◦ New Account goals

◦ Revenue/Premium dollar goals


Solutions, LLC

Agency Goal Setting

Must be Specific and Challenging.

Provide a target to aim for.

Provide a standard to measure success.

Use SMART guidelines. Specific

Measurable

Attainable

Realistic

Timely


Solutions, LLC

Goal Setting Visual


Solutions, LLC

Goal Commitment..

Goal Commitment: determination to achieve the goal.

Choose your goals together as a team.

The goals are more likely to be attainable if you all share in setting them.

Make the goal public; broadcast it and post it.

Set short term goals – they are more motivating and rewarding.

Benchmark against them monthly.

Track your progress – use visuals.


Solutions, LLC

Proactive Client Relationship

Management Program DefinedImportant Focuses:

1. Agency Underwriting Guidelines

2. Client Definition and Rating

3. Proactive Account Review Processes

4. Setting Goals – Getting the Total Account

5. Client Expectation Communication

6. System Documentation

7. Tracking your Results


Solutions, LLC

Client Relationship Program

Attributes:Allows you the opportunity to GET THE TOTAL

ACCOUNT through cross sell efforts.

Communicates exceptional customer service

Promotes Proactive vs. Reactive Customer Service

Communicates agency value-added proposition.

Controls/Minimizes E&O exposure

Builds trust, credibility and loyalty

Ensures long tenured clients

Increases agency revenue

Educates and enforces sales skills in CSR Account Managers


Solutions, LLC

How do you maximize the sales

skills through your service? Agency Underwriting – “Less is more” attitude.

Agency Recommended Limits/Deductibles –control the “little losses”.

Account Review Process/Procedures – use a checklist, don’t forget a thing!

Create Agency Apostles – They provide referrals and testimonials.

Service Standard Importance – It’s all about expectations, yours and theirs.

Importance of Controlling The Loss Ratio – be involved.


Solutions, LLC

Proactive Agency Underwriting

Key factors:

◦ Develop Guidelines

Involve your entire team in this process, if possible.

Put the guidelines in writing for the management, sales, and service teams.

Distribute them and communicate the importance of these. Your survival depends on it!

Be sure you can inspect what you expect with these guidelines – develop a tracking method with management system.

Review these quarterly with your team and benchmark against them with your new business and attrition results.


Solutions, LLC

Agency Recommended

Limits/DeductiblesDetermine these by line of insurance.

Teach your Team to promote and sell these.

Use checklists and review processes to promote

these.

Account Managers/CSRs should use agency

underwriting guidelines when determining which

limits to suggest.

The dedication to these guidelines will enhance the

agency’s revenue and help control the loss ratio.


Solutions, LLC

Client Level Definition

Every agency should know what clients are profitable to the agency..

Evaluate the book of business based on what the client brings to the agency as far as revenue, referrals, policy count, and overall value.

Determine the levels of service based on the revenue factor.

Keep in mind your carrier contracts and their class of business appetites.


Solutions, LLC

Levels of Service

“We treat all of our clients the same!”

Would you expect same level of service in a penthouse suite at a hotel for the same price as an economy room?

Of course not, otherwise why would you charge more for the penthouse room?

Why not just have everyone pay the economy rate?

Just like the customers who are considered “regulars” at a restaurant, they certainly expect “special service” that is why they choose to come back over and over.

Ex: Picasso


Solutions, LLC

Service Standard Importance

YOU must walk YOUR talk… and prove it!

Promotes professionalism, awareness and communication between clients, carriers and co-workers.

Key factors:◦ What can their clients expect from your team

and services? Communication services

Products and Services

Risk Management Services

Claim Services

Agency Contacts

Customer Feedback Procedures


Solutions, LLC

Importance of and How to Maximize Results through Communication with

your Clients/Prospects

Are you tired of losing clients to the same carriers you represent?

Are you tired of losing clients to because they didn’t know you offered a particular service?

ASK the clients and prospects what they expect from the agency.

Ask why they left their prior agency?

Ask why they left YOUR agency? Use every opportunity to allow them the chance to tell you why.

Call them and welcome them back…let them know that you miss them..

Most times we don’t know until they are already gone.

Develop and communicate the service standards of the agency primarily based on what is important to THEM!


Solutions, LLC

Agency Cheerleaders, aka

Apostles…


Solutions, LLC

What are they?

Who knows?

Who can communicate this?

Who can use clear results to develop a

means of sharing the results?

Who cares???

Let’s discuss….

helppppp me…


Solutions, LLC

How to create Agency Apostles Develop a client relationship program.

Rate your clients and set customer service standards.

Your “A” clients will be your apostles.

◦ They will refer the agency to other clients.

◦ They will give the agency testimonials to use – very powerful.

◦ They will think twice before they allow another agent to quote.

◦ They will call the agency and give them the opportunity to protect their quotes, actions and/or services in the event of a problem.

◦ Most times the agency discovers the loss of a client after they’re gone.

The agency should give the “A” Clients their exceptional service. Spend the extra time and effort on those relationships. It is worth it!


Solutions, LLC

Agency Apostle’s Service Level

Expectations Example:They receive all other levels of service

with the addition of these:Complete Risk Management Services.

Have the expectation that the agency “has their back”.

Go the extra mile for them (RMV services at no extra charge, house calls).

Phone calls returned same day.

Account Reviews every year.

Claim follow through on all claims.

3 Ring binder to deliver all policies .

Policies hand delivered.


Solutions, LLC

Examples of what the clients will

agree to do for the agency: Give you qualified referrals.

Talk openly in public about your excellent service.

Awareness and sharing of the agency’s value-added propositions because they experience them with their own account.

Agree to write or offer testimonials.

Be loyal, lifetime clients of the agency.

Give the service staff the benefit of the doubt in an error situation because the agency earned credibility.


Solutions, LLC

Referral Marketing ProgramUtilize your quality referral sources in the

development of a marketing program.

Offer an incentive for referrals.

◦ Drawing, etc.

◦ Continue with these quarterly for a full year.

◦ If they give a name they get one entry.

◦ You quote, they get another.

◦ You write, they get yet another entry.


Solutions, LLC

Referral Marketing (cont.)

Now develop the follow-up processes for

the leads.

Define a sales campaign.

◦ Include the next steps

◦ System documentation

◦ Ex-date procedures.

Take it to the next level


Solutions, LLC

Relationship Building is Critical!


Solutions, LLC

Proactive Account Reviews…

What is the process: Develop a really effective two to three line elevator speech for the call.

Practice it, you are trying to open the door for a successful call..

Develop an account review checklist (risk management/ E&O protector).

Use the expiration lists and set a start date.

Document the date in Outlook so you know which month you began.

Determine the line of business that will trigger the review.

PL – usually the Auto because of the remarketing issues with pricing.

CL – usually the Package

Work (60 days for PL and 120 days for CL) prior to expiration of the policy.

Rate the clients.

◦ Use the agency underwriting guidelines.

◦ Use the client level rating guidelines.

◦ Determine how often the reviews will be done.

Typically “A” clients are done every year.

“B” clients are every other year, etc.


Solutions, LLC

The process continued…

This is a program …

Be organized..

Use the account review process outline

to structure your weeks.

Use the folder system to keep on track

and organized.


Solutions, LLC


Solutions, LLC

Account

Review Process


Solutions, LLC

1. Account Review Development - stage – reviewing the account and completing the form as much as possible.

2. Account Review Left Voice Mail Message – when you leave a message leave simply the following information: This is ________ calling from (agency name). Please give me a call at: _______

(Acct. Rev. LVM) 3. Account Review– The review process was completed, and the client has been

reached. Your notes that document the specifics of the conversation with the client, and the

actual review. (Acct. Rev. Details) 4. Action Items – Create action items from account review process, and complete them

on a pre-designated timeline. (Acct. Rev. Action Items)

5. Account Review Letter- You never reached them but sent the letter. (Acct Rev Letter)

Account

Review

Documentation

Process

The process continued… Account Review Process:

Documentation should be in accordance with Team discussion

Week One: Prep

Clean up the renewal list- cross off the lines of business that do not trigger the account review.

Rate the Clients with the account distinction process.

Preparation:

Accordion Folder

◦ 4 Dividers (Manila Folders):

Account Review Development

Account Review “Left Message”

Account Review Letter

Action Items


Solutions, LLC

The process continued… Triggers:

Personal Lines (60 Days in Advance)

◦ Auto

Commercial Lines (120 Days in Advance)

◦ Package/BOP

Week 2, 3, and part of 4

Complete prep work (5 accounts at a time)

Make the calls

Making the calls and documenting your steps as you go through the process. – see page one of this handout.

Week 4 – Last hour of block of time

Send letters to all that have not been reached, for whatever reason.


Solutions, LLC

The process continued…

Schedule blocks of time each week to

prepare for the reviews and to make the

calls.

◦ You need to create the time to get them

done.

◦ OR …they won’t happen.

◦ Time blocks are un-interrupted two hour

blocks.

◦ One block for prep time and one for the calls.


Solutions, LLC

The Risk Management Checklist

Account Review Checklist

◦ Promotes proactive behavior with service staff

and with clients

◦ Builds relationships

◦ Promotes Longer tenured clients through ..

◦ Total account success

◦ Builds revenue within the agency

◦ We need to be educators! Our clients shouldn’t

know our policies better than we do!

◦ E&O Prevention


Solutions, LLC

What happens during Prep time?

Use the account review checklist which each account you will review.

Prepare as much of it as you can based on the client file.

Perform your Risk Management Review.◦ Look for coverage gaps

◦ Potential underwriting red flags

◦ Limitation or exclusion issues

Look for and highlight any sales opportunities:◦ Up-Sell

◦ Cross-Sell

◦ Increase Limits


Solutions, LLC

Prepare Mentally for the Call

Needs to be one checklist that relates to all lines of business

If you prepare before the call and prepare the client at the beginning, 80% of the time, the clients actually want to engage.

Often times we set the stage for the awkwardness by not preparing..

◦ Prepare as much as possible prior to the call or appt.

◦ Be sure you have identified door openers

◦ Have real life examples of the particular concern. THEY WORK!


Solutions, LLC

Roleplaying Doesn’t Have to be

Awkward…It Works! Practice, practice, practice!

Use door openers

Your personal value added

propositions.. What makes your

clients love you?

What real life examples do you have

to support the door openers?

Listen for disengagement… change

gears…Copyright 2013 Innovative Management

Solutions, LLC

Prep Time (cont.)

Make the call during your scheduled blocks of time:◦ Go away from your workstation.

computer…dad

◦ This will give you more focus on the conversation.

◦ Avoid distractions of co-works, clients and use of your computer.

◦ Take good notes on the form.

◦ Document your action items and any client expectation concerns.

◦ Move on to the next call.

◦ Continue with each call until your block of time is exhausted (use an egg timer, it works!).


Solutions, LLC

Making The Call…

Go to a conference room or a space without a computer and with a door.

Bring the prep work with you for each client.

Make the call.

Try to respect their time and be as prepared as possible.

Move on to the next call.

When block of time is complete, go back to your workstation and document the conversations, or results.

Any action items should be placed in your daily work to complete.

Ex:

Order endorsements

Quote new lines

Check on underwriting guidelines for any red flag exposures

Find alternatives

Role play


Solutions, LLC

Documentation of Reviews:

When you return to workstation, update

client file:

◦ Scan the completed form and document to

your computer, with any details from the

conversation.

◦ Set a suspense or calendar event (if not

automated) for the next review depending

upon the client rating and service level.

◦ Work through all action items and make

follow-up calls to clients.


Solutions, LLC

Documentation if you don’t reach

the client by phone: Try calling, if no luck leave a generic message to

simply call you back.

If no response, give a “need by” date on the file and send a confirmation memo confirming the “need by” date and what you wanted.

If date comes up and no action, send last memo confirming that the coverage will remain as is until you hear from them.

Document client file with the above info, what was sent and what was the result.

If you get form back, execute changes and confirm them with insured.


Solutions, LLC

the evolution from a reactive process …...communicates exceptional customer service promotes...

Documents