Author: VU Faculty

For eons (it seems), the persons directly servicing clients in the agency have been referred to as "Customer Service Representatives" (CSRs), or sometimes "Customer Service Agents (CSAs). Based on feedback we're getting, there seems to be a movement towards job titles more reflective of the responsibility and critical role that "CSRs" make.

For eons (it seems), the persons directly servicing clients in the agency have been referred to as "Customer Service Representatives" (CSRs), or sometimes "Customer Service Agents (CSAs). Based on feedback we're getting, there seems to be a movement towards job titles more reflective of the responsibility and critical role that "CSRs" make.

Since many of our agency management faculty do in-agency consulting, we polled them for what they're seeing and got the responses below.

Last year when we did a compensation review for 30 of our top clients, the position was very often called an "account executive" or "account manager" rather than an account representative or CSR. It reflected the higher level of service and contact that this position typically provided. The account executive typically supported a producer, freeing up that producer's time to sell new accounts, with the account executive handling all other functions on an account once it was sold. In the larger agencies, the account executive was often supported by a marketing and claims department and possibly a lower level CSR.

Here are some titles I'm seeing:

•  Commercial Account Manager
•  Commercial Account Specialist
•  Commercial Account Agent (If licensed)
•  Special Accounts Manager/Agent

We use several distinct classifications of title for service staff in agencies:

1.  Service Assistant - does not generally interact with clients; responsible for all documents coming from the carriers through the agency to the clients; may interact with carriers and clients for follow-ups.

2.  CSR - this employee works in the office and is responsible for all contacts coming from the client through the agency to the carriers, including updating the agency and/or carrier systems; does quoting and answers coverage questions as needed. does marketing to carriers at the direction of others; often works on any service need regardless of client or may work on designated client group.

3.  Account Managers - this employee performs the tasks of a CSR (or may be teamed with CSRs and/or Service Assistants) and may also be responsible for client visits to maintain relationships and manage administrative requirements (as opposed to sales requirements) for the agency.

4.  Account Executives - assumes total responsibility for the after-the-sale management of a distinct group of accounts including the agency relationship, expansion of insurance coverage for the accounts and account retention; will be on salary, but the salary may be sensitive to the volume (commissions) handled.

This is a question I deal with frequently. Some agencies even operate under the delusion that a job title can replace salary and compensation increase considerations. I will plow ahead under the assumption that this is not the case. Today, most states require some type of licensing of individuals in the agency that actually deal with customers and discuss coverage. The real challenge is determining what people really do on a day to day basis.

Some thoughts: There is, of course, still a position in the agency for Customer Service Rep (CSR); however, I believe that this position is more on the processing side of the equation rather than dealing direct with customers all day. The next step would be of course the Customer Service Agent (CSA) which, just by it's title, gives credibility to the person working with the customer. It says that I am licensed and able to deal with the situation. Most agencies that have gone to this title still see this person in an "inside" job.

There is another one: depending upon how you want your customers to perceive the people they must deal with, consider Customer Account Manager (CAM)...let's the person know that they are working with someone that can make some decisions and provide a feeling of confidence. Then there is the old Customer "Account Executive," or "AE," which to me means this is a person assigned specific accounts and that at least 40% of their job requires onsite work with the client.

These titles work for all lines...personal, commercial, employee benefits, etc. Determining the differing levels of responsibility also means looking a job grades and the accompanying salary ranges.

In my opinion, choosing titles is like making an announcement. How does the agency want the client or customer to perceive the person they are dealing with? This will go a long way to choosing the appropriate titles.

There are three reasons for job titles:

• To identify quickly and clearly the actual responsibilities and authority of an individual.

• To differentiate among employees relative to knowledge, skill, and ability for purposes of work assignments, compensation, development, recruitment, morale, etc.

• To communicate confidence and quality to a customer.

Hence, I recommend:

1.  Ask your employees what they think these titles should be.

2.  Ask your customers who they would want to work with.

3.  Don't get caught up in compensation/US Dept of Labor/legal terminologies for identifying your people to your customers unless your customers are all Human Resources Departments; see #1 & 2 instead.

Just a quick response from this 20-year insurance HR manager but this advice would cost you big bucks if you hired me as a consultant (and take a lot more words  :-).