In insurance, the policyholder is the customer, the magical somebody who is responsible for practically every penny of revenue that is paid to insurance carriers.
Keeping the policyholder happy is a full-time job for insurance customer service professionals and a part-time job for almost everyone else: claim professionals, TPAs, independent agents, caseworkers, and underwriters as well as those in sales and marketing, loss control, premium audit, brokerage, governmental pools, and public adjusting.
In insurance, practically everyone rates everyone else: agents rate the quality of their dealings with carriers; policyholders rate carriers, too. Managers do performance appraisals of their staff. A.M. Best rates carriers. Upper management rates everyone. But it's the customer's perception of the insurance company that really counts because they have subtle expectations about the people with whom they trust to keep risk at bay.
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