Today, the popular topic is how to navigate these rough waters by cutting costs, reducing staff, closing operations, and other actions aimed at managing the crisis. No doubt these times are both difficult and unique, especially in terms of the breadth, depth, and degree of governmental actions. But, if you plan to keep your doors open, I suggest it is now even more about the customer than ever.

There is comfort in consistency, and two measures that have been consistent over my career are that 1) satisfaction and customer retention are linked, and 2) claim-handling experience and retention are powerfully linked.

The J.D. Power and Associates' 2008 Claim Satisfaction Survey once again proved these two points. Customers who rated their service experience high on specific claim practices also indicated a very high level of "will definitely" renew. What are the keys to moving an insured's claims experience to the high satisfaction levels while not inappropriately paying claims?

In our experience, there are two very different but powerful forces that management must harness and shape in order to consistently deliver such results—the forces of culture and process. Just as the forces themselves are different, the skills that a leader must possess to affect them are very different. But these two enablers are also very independent from the outcome you are seeking to build: this is because your customer service goal is tied to your staff's desire, willingness, and ability to deliver that service. Without a supporting process, your attempt to build a culture that reinforces customer service will soon wither under your staff's frustration at not having true support from management to do what they are being asked to do. Similarly, having the process without the culture to support how to use the process will not be effective in the long term, with the tools unused as a result.

Where to start? I suggest these questions:

• Does your process address the reality of the emotional impact of the loss event?
• Does the process set expectations in the initiation phase of the claim?
• Are those customer expectations then embedded into the control tasks of the claim?
• What do your staff members think are their personal roles in customer satisfaction?

The next steps are yours. Now that you have that information, you can look at your process, hand-offs, file documentation, use of diary tools, use of prompts, and how file reviews are used to support a customer service focus. And, most importantly, listen to the culture to learn what behaviors are valued.

The Robert E. Nolan Company announces the release of a new report containing research and original articles on the topic of service improvement and differentiation.

In the insurance and financial services arena, service excellence has proven to be the dominant market differentiator. Strong, sustainable relationships with customers and agents are essential for long-term success. This new report from the Nolan Company provides a diverse, real-world perspective on this complex topic.

Request the Nolan Service Differentiation Report

13TH ANNUAL ACE CLAIMS CONFERENCE
June 1 - 3, 2009
Caesars Palace
Las Vegas, Nevada
More      Meet Onsite

FARM BUREAU ANNUAL CONFERENCE
June 5 - 6, 2009
Gaylord Palms Resort
Orlando, Florida
More      Meet Onsite

2009 IASA ANNUAL CONFERENCE
June 7 - 10, 2009
Gaylord Palms Hotel & Resort
Orlando, Florida
More      Meet Onsite

NAMIC MANAGEMENT CONFERENCE
June 21 - 24, 2009
Fairmont Tremblant
Quebec, CANADA
More      Meet Onsite

We welcome the opportunity to meet you in person at any of these events. Click "Meet Onsite" to send us an email with your contact information. We'll be in touch to arrange a convenient time to meet you at the event.