All customers are not created equal 

Every paying policyholder deserves the best service you can give them. 

But that doesn’t mean that every policyholder deserves to have you as his or her agent. Or that every policyholder is equally beneficial for the agency. 

Every agency has: some customers who are not pleasant to do business with; some who are always on the phone with unwarranted complaints; some who constantly put agency staff members “threw the hoops”, and require an excessive amount of hand-holding time. 

There is a name for those types of policyholders.  They are called Y customers:  “Why are we doing business with them?”  It makes good business sense to develop ways to encourage Y customers to insure with a direct writer!   

This is an important strategy.  It is a matter of fairness.  The Y’s  are unfairly taking up valuable time that your staff can use to care for your best customers, your A and B customers, and for new customers who join the agency. 

There’s another benefit.  I’m betting you will see a spike in office morale, especially among your CSRs.