CRMM is a huge factor in many agencies' profitability problems, yet it is absolutely possible to abolish it. In the worst situations, it is the result of laziness and addiction. In the best cases, CRMM is the result of lack of time, knowledge or both. If an agency's managers have the discipline, the solution is simple and the results are powerful. Read a few tips to get your CRMM under control.
Read your company contracts
Contracts are meant to be read and understood, regardless of how boring they are. I totally understand how completely unsatisfying it is to read contracts. My eyes can glaze over as fast as anyone's. But these contracts are an agency's life blood. They are written by the carriers, for the carriers. They are written for bad times, not good times. From a carrier's perspective, contracts are only needed when the carrier has a bad situation on its hands. And because carriers wrote the contracts for those situations, waiting until that point in time to read and understand the contract is not usually a good idea.
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