No doubt, you’ve heard about Afni’s CSR24 product. This innovative service transforms insurance agencies into true 24/7 operations — combining the Internet with telephone access to enable your customers to interact with you the way they like the best. Your customers can conduct non-licensed transactions over the web or by phone, issue certificates and review policy coverage — whenever it is convenient for them. In theory, CSR24 should make your agency a hero with your customers. But, does offering this type of service really make a difference? According to Rick Gregson, president of GBP Risk Solutions in Tucson, AZ, it definitely does.

GBP began using both the call center and website features of CSR24 a little over two years ago. "At the time, our own website was just a billboard — an online brochure," said Gregson. "We saw CSR24’s websites and became interested in what they had to offer." What they found was an answer to their website problem, and their quest to offer exceptional customer service.

"We’re not the type of agency who is just going to sell you insurance and come back ten months later and do it again," said Gregson. "You’re going to see us, we’re going to be in front of you - we’re going to build a relationship. One of our differentiators is that we offer a variety of value-added services - and CSR24 is an important part of those services. Basically, we tell our clients, I don’t know if you’ll want to request a change at midnight - or call with a question at 5 am, but if you do, it is available to you, by phone or through the web."

Gregson has found that CSR24’s combination of call center and website is perfectly suited to GBP’s client base. "We have older clients who prefer phone contact with a real, live human, and they can get it with CSR24," he said. "And then we have the online generation — not just people in their 20s and 30s—but 40s, 50s and 60s. They buy clothes online. They even buy cars online. They’re used to using the Internet to get the information and drive the activities they need. They have an online lifestyle. CSR24 is one package that works for both."

Why is it so important to have a 24-hour call center, as well as the Internet? "Something really awful can happen after five — or on Saturday. When our customers are faced with a crisis, voice mail doesn’t give them the personal attention they need," said Gregson. "We’re prone to monsoon storms here in Arizona during the summer — usually coming in at about 3:30 in the afternoon. Lightning strikes can damage buildings, and severe winds can knock entire roofs off businesses. When that happens, our customers will get a quick response."

The CSR24 call center professionals have an escalation procedure for each agency, and it’ has worked well for GBP. "When the situation warrants, the call center contacts us and tells us to call a particular customer right away — and we can respond to the emergency."

The key to customer use of CSR24 comes with awareness. GPB Risk Solutions introduced the service through mailings, and continues to include information and reminders in everything they send out. "Sometimes it’s just as simple as asking a customer, ‘did you know you can do XYZ on the website?" When they know the service is available, they’ll use it. You just have to let them know it’s there."

Although CSR24 has saved the agency money, Gregson believes the service aspect is the real reason to consider this product. It gives GBP a competitive advantage, and positions them as a true leader in the marketplace. "It all comes back to customer expectations," said Gregson. "We live in the Information Age, and our customers want the information they need NOW. GBP gives them this service — by phone or online, 24-hours a day — with the help of CSR24."