At our agency, we respectfully referred to the CSR as “The Mother of the Account.” The CSR had full authority over all of the functions and services related to the customer and had full authority over the producer as well. The CSR was often taken on joint client visits with a producer to enhance relationships and to get a firsthand grasp of the total account.

For support, I interviewed two savvy professionals whose roots are firmly embedded as CSRs in the business, and with whom I've personally had the pleasure of working.

CSRs are 'essential' to your success

Laura Senn ([email protected]) states clearly that the CSR is essential to an agency's success. She says CSRs were originally order-takers who have evolved to the level of an account manager to help customers understand their insurance needs, and the CSR is now the front-line relationship builder. Laura adds that the important traits and skills a CSR needs are the following:

• Technical skills

• The ability to see and understand a person's or business' needs and exposures, and know what is important in their lives

• Strong, two-way communication with management

• Commitment to continuing education and an interest in taking professional courses and becoming licensed

• A desire and passion for growing and taking advantage of the agency's career path

• The ability to work closely with producers, especially on joint calls with VIP customers

• The ability to work closely with the client to identify ongoing insurance needs and not perpetuate the “sins” of the prior agency/carrier

Laura began her career as a CSR, rose to supervisor, then personal lines department manager. She eventually became an SVP, an agency principal and one of my partners until the agency was sold.

Don't micromanage the CSR

Selecting Melissa Van Schaick ([email protected]) to interview was easy as she epitomized who and what the essential CSR should be. Incredibly, Melissa has retained customer relationships for almost 30 years — many long after the original producer (including me) has moved on. Melissa agrees that when it comes to service, agency management should draw a line in the sand beyond which a producer cannot cross so as not to interfere with the CSR — who should never be micromanaged by the producer. Melissa also feels strongly that management can help CSRs be more effective by:

• Providing the best available IT/agency management system for maximum productivity,

• Consistently reaffirming the agency's culture to all staff,

• Having CSRs accompany producers on selective joint calls to enhance relationships and retention,

• Encouraging CSRs to take professional courses and education,

• Providing the opportunity for CSRs to become licensed and to be paid for new business production, and

• Embracing CSRs as part of the sales team and including their participation in sales meetings.

Melissa feels that the most essential traits needed to be a great CSR are: learn to listen, reassure the customer, answer questions directly, have empathy and compassion, and spend time talking with the customer.

CSRs are the infantry, on the front lines every day, in the foxhole, never knowing what the next phone call or email will ask of them. They are always there, every day, doing what they do to provide the best service they can to satisfy the customer.

Barry Seigerman ([email protected]) founded The Seigerman Agency in 1975 in Long Island, N.Y. Now, he is an independent broker/producer.