When creating procedures, words and pictures alone will not suffice. It is important that more be included in procedures besides, "attach this, mail this, etc." Procedures should include more than just step-by-step workflow. Incorporated in each procedure should be the following:
- Perceptible Customer Service
- Protection from Errors and Omissions Losses
- Passive and Active Suggested Sales
To illustrate what I mean I will use the example of an exposure checklist that is incorporated into a new business procedure. The staff should be taught not only the step-by-step procedures, but also how to address the four items mentioned above.
Perceptible Customer Service The only time that a client perceives that they are receiving service from their agent is when they are engaged in some type of communication, whether that be face-to-face, mail, phone, or e-mail. While all other agents merely quote apples for apples, you will take the time to do a full review of your customer's needs. Using an exposure checklist will show that you are not only selling the client a policy, but also that you really care about their exposure to financial loss.
Protection from Errors and Omissions Losses
The number one cause of Errors and Omissions losses is failure to provide coverage. Incorporating the use of an E & O checklist will all but eliminate that exposure. It is important that this checklist be used to show that you recommended coverages and that they are accepted or rejected by the client and then the client should sign and date the checklist indicating that they have been advised of your recommendations.
Passive and Active Suggested Sales
By incorporating the use of an exposure checklist into your new business procedure, the salesperson or CSR will be required to talk about various exposures to loss that the prospect has not even considered. This in turn could lead to additional sales. This checklist should also be used at renewal time to reinforce any recommendations previously made, which have not been accepted by the client.
Productivity and increased efficiency will result from the consistency of each employee doing the same thing all the time. It will also allow anyone in the agency that is contacted by the insured, to properly address prior discussions and recommendations. If the agency is currently imaging documents (and if you're not it's costing your agency hours of productivity) anyone in the agency can access the exposure checklist at any time.
By incorporating these four processes into your workflow procedures you will accomplish more than just pushing paper.