Here in the Home Office, we strive to provide you, our dedicated team of Agents, with the best possible customer service. Be sure to review our four-page spread (pgs. 6-9) in this issue that highlights several UA departments which provide you with high-quality customer service. We serve you well, so you can serve your policyholders even better! And it is our number one priority to continue to improve our service based on your input through our President’s Council.

However, outstanding customer service in the field is just as critical to your success. It just makes sense to handle customer service on the local level. You know your customers better than anyone. If they have problems or concerns, you’re the one they call - or should. Customer service calls from your policyholders should always be handled locally, not referred to the Home Office unless absolutely necessary. Remember, renewals are paid to Agents and Managers for handling these customer service requests. To be compensated for renewals, handling customer service issues is a requirement.

Del Smith, Baltimore Branch Manager, is proof of the power of keeping customer service in the field. During recent Management Training Seminars in Dallas in February, many of you had the privilege of hearing Del speak. He conducted excellent sessions on improving persistency and conservation methods in which he emphasized that referring customers to Home Office is not conducive to saving clients. A customer is much more likely to be retained with the Branch Manager and Agent’s direct involvement on a cancellation or stop-draft request. The clerk at the Home Office can only process the request; the Branch Manager or Agent can step in, intervene in the situation, generate some positive dialogue and, in most situations, solve the problem and save the case.

I recently spoke with Del and asked him for tips he would give Agents to provide better customer service in the field. Here’s the advice Del had for you:

1. Return calls promptly. All calls from customers should be returned as soon as possible, preferably during the same business day.

2. Have a business line. The phone number, in addition to the one you give your policyholders for the branch, should be dedicated exclusively to business purposes; many times a cell phone best serves this purpose for an Agent “on the run.” Personal and family calls should be directed to a separate number.

3. Coach your customers. When you deliver their policy, explain to your customers that you are out in the field working with policyholders all day. Because of this, you will not always be able to pick up the phone, but you will return their call. It is imperative your clients understand that even if you aren’t able to answer immediately, you will get back to them as soon as possible.

Branch Managers who’ve already implemented Del’s approach are having tremendous results. They report a dramatic increase in the number of cases saved, with as many as four to five conserved weekly. At an average of $2,000 per case, that’s $8,000 to $10,000 per week saved and can be about $40,000 per month. In a year, that can mean $480,000 of annualized premium saved - think of how much this means to Agents’ commission statements in chargeback avoidance and future renewals. And consider this too - that’s only doing it for one year! It can mean a lot more in earnings for everyone over the course of a decade when each year’s new and old business saved builds, as it is kept in force through better service and conservation systems. Now that’s real service for everyone. This effort puts money in everyone’s pocket. It’s a winning situation for all concerned - policyholder, Agent, Branch Manager and Home Office.

Make servicing your customers locally as important as selling locally. Both your customers and your wallet will benefit!