Insurance carriers have taken great strides to improve the customer experience. However, all too often, important influencers of that experience are overlooked. This is especially true when it comes to the relationship between carriers, agents and customers. Oftentimes, agents are one of the greatest factors in the customer experience, particularly when the carrier has limited customer interaction. What’s more, customers oftentimes do not accurately distinguish between their insurance agents and carriers. Therefore, the reputation – good or bad – of the agent may equally be assigned to the carrier. That represents a large opportunity, on the part of the carrier, to influence the customer experience by ensuring a positive agent experience.
My colleague Jason Brown recently wrote an article for Best’s Review, titled “Mirror Images: Carriers create the right attitudes in their agents through positive experiences that start from day one.” In the editorial, he shares insights on the level of impact agents have on customer satisfaction. In fact, our research indicates that the quality of the agent experience can affect production and persistency by as much as 20 percent. We believe that carriers can positively affect agent experience by taking the following five steps:
- Establish an overall vision for the experience you want to create.
- Create a conversation between you and your agents
- Recognize that all agents don’t want the same tactical experience.
- Look outside the industry for inspiration.
- Innovate, measure and adapt.
Download "Mirror Images: Carriers create the right attitudes in their agents through positive experiences that start from day one" and learn the importance of carriers incorporating agents into their customer experience plans.
Best’s Review: January 2015
Copyrighted A.M. Best Company, Inc. 2015
All Rights Reserved, Reprinted with Permission