Summary
In a recent survey, insurance company executives indicated that strategic priorities are starting to shift from an internal, predominantly operational focus to an external, market-driven one. In balancing trade-offs and the convergence of product prices, often to the point of negligible differentiation, many firms have discovered that customer service has become critically important in creating a competitive advantage. To help define the service strategy vision, a framework has been developed that consists of four categories: roles, goals, incentives and priorities. A consistency of goals across all of the operational areas will ensure a consistent experience for customers. Once the framework of roles, goals and incentives is set up, the insurer uses it to set its customer service priorities. In developing a service strategy, look at things from a top-down and outside-in perspective, then channel the limited resources to the areas where they can make the most difference.
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Extract
Agents Are Customers, Too
In a recent survey, insurance company executives indicated that strategic priorities are starting to shift from an internal, predominantly operational focus to an external, market-driven one.
With this shift comes a demand for effectively balancing the tradeoffs between service, support, product features and returns. In balancing these trade-offs and the convergence of product prices, often to the point of negligible differentiation, many firms have discovered that customer service has become critically important in creating a competitive advantage.In fact, using service to offset the co...See the full content of this document
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