Outstanding CSRs recognized

Co-winners share this year's award from The National Alliance

By Elaine Tolen

For years, the hard market was the topic of conversation within the independent insurance business. Agency owners, producers and CSRs worried about how to hold down premium increases, find markets and keep clients. Nowadays they’re talking about the soft market and its unique challenges.

And who knows more about challenges than customer service representatives (CSRs)? Nudging producers to stay on task, working with underwriters and investigating new markets are just a few of the CSR’s daily challenges. Helping customers is the CSR’s most important daily challenge, and the most enjoyable one, most CSRs say.

So when The National Alliance for Insurance Education & Research asked CSRs to write about “the four most important challenges in developing accounts in a soft market,” they were able to share their first-hand experience and wisdom.

Since 1991, The National Alliance, in conjunction with the Society for Certified Insurance Service Representatives (CISR) and the Society of Certified Insurance Counselors (CIC), has presented the National Outstanding CSR of the Year Award to honor these professionals who expertly keep many plates spinning to ensure that the agency runs smoothly and insureds receive great service.

The road to the national award begins at the state level, where a CSR is nominated by an agency principal, supervisor or colleague. The candidate then provides a letter of recommendation from two insurance business references (clients or colleagues). The state winners are automatically entered in the national competition.

For the second time in the award’s history, two co-winners have been been named National Outstanding CSR of the Year: Helen P. Andrews, CISR, CPIW, AIC, AIS, DAE, Stewart Sneed Hewes, a division of BancorpSouth Insurance Services, in Jackson, Mississippi; and Elizabeth M. Manley, CISR, Maverick Insurance, LLC, in Richmond, Kentucky.

Three finalists were also named: Debra Jean Craig, CISR, IACSR, CPIW, Forrest Sherer Insurance, of Terre Haute, Indiana; Kristi F. Lail, CISR, CPIW, Granite Insurance Agency, Inc., in Granite Falls, North Carolina; and Kari K. Milburn, CISR, AIS, Liberty Mutual in Salt Lake City, Utah.

Helen P. Andrews, CISR, CPIW, AIC, AIS, DAE

Helen Andrews, commercial lines account manager in the trucking and transportation division of Stewart Sneed Hewes, wrote in her essay that “our job may even be more difficult and our role more important in a softer market.”

During her 20-plus years in the insurance industry, Helen has encountered a variety of challenges. Her “work has consistently remained current and accurate...she is diligent to get the job done on time, whatever the job might be,” says Chris Boone, chief marketing officer for BancorpSouth Insurance, which owns Steward Sneed Hewes. “The producers with whom she works have confidence in her and find her always to have the interests of our policyholders at heart.”

Helen says that the four most important challenges in developing accounts in the soft market are: recognizing that the needs of the insured come first, recognizing the dynamics of our industry in a changing market, recognizing the changes that are occurring in our insured’s industry, and monitoring the changing dynamics of the agency force in meeting the insured’s needs.

Regarding the insured’s needs, she writes: “[I]n a soft market everyone is working hard to entice our customers by offering them a cheaper price or more service. Our response is to anticipate customer needs and surprise them with solutions to issues that they have not perceived as a problem...Also, we want to utilize our marketing skills to find markets that are just entering our insured’s area of operation or coverage and try to offer enhanced coverage and pricing that is competitive to the market.”

Emphasizing the personal touch in her essay and in an interview with Rough Notes, Helen says, “Sometimes service is the reason a customer chooses one agency over another.” Answer the phone in person, respond to e-mails quickly, she advises, and “call the insured back even if it’s to say, ‘I don’t have the answer yet, but I’m working on it.’”

Addressing her second essay point, Helen writes: “[W]ith the assistance of the agency’s marketing department and our producers, we should recognize the dynamics of our industry in a changing market. All carriers are constantly changing appetites and entering and exiting markets at an alarming rate...This requires us to be a student of carrier changes and constantly monitor the market for opportunities to improve the insurance program of our insured.”

The third soft market challenge, according to Helen, is to “be more forward-thinking about the changes that are happening within our insured’s industry. Like us, our insureds must stay ahead of the curve, or they won’t be in business for the long term. Therefore, we need to keep abreast through the Internet or trade journals of trends and innovations that are taking place within our insured’s industry....[and]... make sure that our traditional coverages address the needs of the new exposure, or develop a market that does address the new needs.

“Finally,” Helen writes, “we must monitor the changing dynamics of the agency force in meeting the insured’s needs. We need to follow closely the trends that our competing agents are using in attacking us in the marketplace.”

Helen “fell into” her insurance career when she began working as a switchboard operator for Southern Farm Bureau Casualty Company in 1987. Currently working in Stewart Sneed Hewes’ transportation department, she sees the effect of the soft market on both big and small trucking operations. “The larger companies are hurting, but are okay,” she notes, “but the smaller trucking companies are really hurting.”

Helen says she enjoys learning—about her insureds, the insurance industry, insureds’ industries. She learns about her insureds by talking with them. “They’re all so different...I enjoy the rapport that I have with them.” If you have a solid relationship and good communication with insureds, she says, “they understand—or are willing to learn—what you’re asking them.”

In the insurance industry and the transportation field in particular, Helen says that there is so much to learn. “I enjoy reading, crafts and learning something new every day—not hard to do when you work in insurance!”

Elizabeth M. Manley, CISR

Throughout her life, Elizabeth (Lisa) M. Manley has risen above the norm. Case in point, the class valedictorian, she graduated from high school in just three years and began her insurance career at age 17. So when this account executive/office manager for Maverick Insurance, LLC, in Richmond, Kentucky, went through grueling rounds of chemotherapy and radiation for breast cancer seven years ago, it should be no surprise that she never missed a day of work beyond what she had already scheduled for treatment.

“I had a mastectomy on a Thursday, took a vacation day on Friday, and was back at work on Monday,” Lisa recalls. “I would schedule chemo on a Friday afternoon, recuperate over the weekend, and come back to work on Monday.”

One of Lisa’s nominators was Amanda Williams, CISR, a Maverick Insurance account executive, as well as Lisa’s daughter. When Lisa was diagnosed with breast cancer in 2001, Amanda says one of her mother’s biggest concerns was that her customers’ service didn’t suffer. “She would take chemotherapy or radiation treatments before work or during her lunch break, and many of her customers never found out she was sick,” Amanda wrote in her nomination letter. “No matter how bad she felt, Lisa still forced herself to put on a smile and put the customers before herself.”

Working as a CSR on large commercial accounts, Lisa handles marketing of new business. She and her supervisor have opened several offices for Neace Lukens (Maverick’s parent company), with Lisa developing procedures for each location.

In her essay about the four most important challenges of the soft market, Lisa listed: price vs. service, proactive vs. reactive, client education, and underwriter/company relationships.

With insight from 30-plus years in the insurance industry, she wrote: “It’s all about money these days...Loyalty to you as the incumbent agent seems to go out the window unless you stay ahead of the game...Pricing is important, but bringing face-to-face service to the table to a potential client is a great selling tool.”

She also encourages agents to be proactive in this market. “Stay in front of your clients throughout the year and begin the renewal process 120 days out...[Clients] need assurance you have their very best interests at heart...The keys to new business are timing and your expertise. You need to lay the groundwork early as to what you can offer a prospect and decide if they truly need and want your services.”

Regarding another soft market challenge, Lisa says, “We have the responsibility to keep our clients informed even though at times we aren’t at the top of their list of priorities. Be persistent and when you have the opportunity, don’t hesitate to explain exactly what the ‘hard’ and ‘soft’ market terminology means to them...Explain that now is the time to buy back that umbrella policy they had to cancel a few years ago,” because of the cost.

“Finally,” she continues, “I stand amazed these days when the competition shows up with proposals from carriers who have previously declined the same account for me 10 times in the past...With new underwriters being assigned, territories changing, new appetites and guidelines in place...don’t hesitate to test the waters if you are uncertain if a company can entertain an account...[T]he relationships with your underwriters and marketing reps are a work in progress. You need to set aside time to meet with them often on renewals as well as new business.”

Lisa says that having cancer has taught her to live each day to the fullest; that means giving back to the community and helping others. Lisa has supported breast cancer awareness and fund raising by participating in the Komen Race for the Cure for the last seven years. She also co-founded G.L.A.M. Ministries (God Leaves Addiction Meaningless), an outreach program through her church.

And, Lisa concludes, “At the end of the day, knowing you make a difference in the lives of your clients is a great reward, and at this point I can’t imagine doing anything I would love more.”

CSR of the Year Finalists

Debra Jean Craig, CISR, IACSR, CPIW

Also, she adds, “Response time is extremely important in building a relationship with the client. Technology influences the manner in which a CSR services an account; consequently it is imperative during a soft market for the CSR to be thorough, detailed, and respond in a timely manner. Clients’ expectations are extremely high and it is important for the CSR to exceed these expectations to retain the relationship.”

While the soft market has its challenges, Debbie writes that CSRs who continue their insurance education have an advantage. “The client’s expectations are to conduct business with a knowledgeable agent who is proactive and understands their business in addition to the insurance required to protect them...Your professionalism will be reinforced through designations, such as the CISR [following] your name.”

“Finally,” Debbie writes, “a company relationship cultivated by the CSR with the company representative permits flexibility to negotiate additional coverage or a price reduction for the client. Nurture the company relationship by submitting accurate risk information to build a trusting foundation built on honesty.”

Kristi F. Lail, CISR, CPIW

CSRs must be “committed to giving clients a level of service beyond their expectations,” especially during the soft market, according to Kristi Lail. “By truly listening, instead of waiting for my turn to speak, I am able to assess their needs...My agency makes mid-term appreciation phone calls. We call just to let them know how much we appreciate them allowing our office to service their insurance needs.”

She continues: “Customer confidence is a significant role in selling in a soft market...[Clients] appreciate my honesty, and it helps to head off the competition that may be more aggressive...Believing in yourself assures clients of your capabilities...Stand behind and believe in what you are selling.”

In the soft market, “having substantial markets for comparison is essential,” Kristi writes. “...It is reassuring for the client to know that we have explored all options and placed their coverage with the best suited company...By having more than one accessible market, we are able to advise and offer options to reach most solutions.”

Finally, Kristi says, “Emphasizing value over price always proves to be beneficial. Selling strictly by price without accentuating the service and added value of an agency is a recipe for disappointment...Our staff takes into consideration each client’s needs and concerns. We work to make sure that each client is taken care of on a personal basis, rather than just another premium.”

Kari K. Milburn, CISR, AIS

“I believe the first two [soft market] challenges, customer loyalty and retention, go hand in hand,” Kari Milburn writes. “...Studies have shown writing new business is much more costly than retaining current customers. While it is important to market and write business for new customers, building relationships and writing additional lines of business for existing customers is just as crucial.”

Expanding on that theme, she continues: “Loyalty can be achieved through recognizing and appreciating our customers. We can build upon this relationship by sending a card, an e-mail, or calling our customers thanking them for their continued business, as well as acknowledging how long they have been with our company. We can also counsel our customers of discounts and services we have to offer...Loyalty can also be developed through community involvement. Getting involved shows our current and future customers we care about the neighborhood where we do business.

“Educating our customers is the third challenge in developing accounts in a soft market,” Kari writes. “Many customers are looking for the lowest price of insurance, especially when the economy is uncertain...the insurance policy is an intangible product, which can be very difficult and sometimes intimidating to comprehend. It is critical, as insurance professionals, that we continue our education.”

The fourth important challenge in developing accounts in a soft market, she writes, “is customer service. During trying economic times, competition for writing and retaining business is crucial between insurers...the service we provide our customers needs to be exceptional and stand out over and above the competition.

“Ultimately,” Kari concludes, “superior customer service is what will set a company apart from the competition, which will retain existing customers as well as developing new accounts, which is especially important in a soft market.”

For more information:
The National Alliance for Insurance Education & Research
Web site: www.scic.com