Servicing customers

Competition for market share presents a perennial challenge but to successfully stand out from the crowd, retain current clients and attract new business it is crucial that insurers deliver, not just outstanding, but exemplary service.

To successfully do this, customer service must be at the heart of the company culture. Each 'touch point' should be treated as an opportunity.

When brokers call for a quote, they want to talk to underwriters who are decision-makers. They do not want to be passed from pillar to post only to find out that the insurer will not underwrite the risk. Insurers need to be more flexible, finding ways in which they can help brokers who may have distinct risk requirements. One approach could be establishing an underwriting team that deals with frequently sought after 'special' risks. Alternatively, insurers could simply provide brokers, whose risk they do not wish to underwrite, with details of other insurers who will.

When it comes to claims, one size does not fit all. Insurers need to be responsive to individual customers and their wants. When a policyholder makes a claim it is reassuring for brokers to know that the insurer they recommend has the flexibility to engage with the customer in order to agree the best possible way forward for their predicament. An efficient claims operation that provides a swift and customer-focused service means happy policyholders, which in turn means happy brokers who are confident in recommending an insurer to their hard-won customers.

Brokers and end-customers deserve getting what they want not what insurers think they want. This can only be achieved if insurers effectively hear broker and policyholder feedback - and act on it.

Customer service is key in everything we do. Creating an environment where exceptional customer service flourishes can mean enormous rewards for insurers, brokers and policyholders. As insurers, we must be prepared to put ourselves in our customers' shoes and objectively recognise where there is room for improvement and commit to making these changes. We must be passionate about good customer service - living it and breathing it - if we are to ensure customer loyalty, longevity and a healthy bottom line. We may all be at different points along the journey, but there should be no question about the destination.