We have been looking at establishing disciplined processes within the agency as a means to improve client retention and build internal morale. Moving on, this month's column details the claims and financial areas.

The claims department supports all production and servicing activities and contributes to maximizing client retention by delivering outstanding claims service, from the time of loss or damage until final resolution. While liability and workers' compensation claims cannot be ignored, the emphasis in the agency should be on first-party claims responsiveness.

To lay the groundwork for this approach, every new client should receive a “welcome” letter, which explains that the claims department is available to help at time of loss, and a “claims kit.” This kit is a valuable tool in building client loyalty at the outset of the agency relationship. It should contain a few workers' compensation, general liability and auto claims forms and, most important, instructions for reporting claims.