Client servicing in a customer-focused organisation
An Equitable Life Assurance Society case study

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Page 3: Vision

The term customer service can be used to describe a personal relationship between the customer and a company, and more particularly between the customer and the people who represent the company to customers, e.g. the person you speak to when taking out a policy or making a claim. As a mutual organisation, The Equitable has always been focused on the importance of its customers and around 70% of its business comes from existing clients who take out further policies or recommend the company to others. In 1992, the new vision was given more impact by the introduction of the phrase ‘Growing more contented customers’. This is a phrase that staff and customers alike can relate to.

Equitable Life Assurance Society Diagram 2At that time, The Equitable was transforming its culture to create a flexible and dynamic, customer focused operation. However, the changes in technology and the working environment by themselves, would not result in the necessary change. Also important were projects to encourage staff to adapt to the new culture and to re-design the remuneration system to recognise the value of the skills and attitudes now required.

New technology was, however, vital to the success of the new operation. Various projects included:

  • development, testing and implementation of a new client and policy administration system, replacing all of the systems that existed previously and transferring all of the existing data
  • testing and implementing the image processing system and conversion of many of the existing paper records
  • implementation of new network and telephone systems
  • re-organisation of the old departments into a single multi-skilled client servicing operation coupled with training to help staff to learn all routine processes across the range of products.

Equitable Life Assurance Society | Client servicing in a customer-focused organisation