August 2004
The Importance of Retaining Customers
Many agency owners and managers do not know how much it actually costs them to write a new customer and how long they must keep that customer before it generates a profit. However, once they do, they pay more attention to retaining customers. For the average agency, it costs $554 to acquire a new personal lines customer and $65 to service that same personal lines customer. So, for an agency that averages $161 of commission per personal lines customer, it takes 5.77 years before they start to realize a profit on that new personal lines customer. On the other hand, it costs the average agency $1,449 to acquire a commercial lines customer that generates less than $700 of commission (average commission of $539 per commercial lines customer). To service this same commercial lines customer, it costs the average agency $219 and takes 5.41 years before they start to realize a profit. So if you do not focus on retaining your current customers, you had better start; or else all of your new business activities are going to waste! To obtain additional information on the topic of retention, go to the MarshBerry web site – www.marshberry.com and type the word “Retention” in the “Search” field. This provides a listing of items related to planning. _____________________________ Marsh, Berry & Company, Inc., founded in 1981, is a management consulting firm for the financial services industry and the preeminent provider of consulting services for independent insurance agency owners and brokers. Services include agency valuations, perpetuation planning, compensation strategies, financial management, strategic planning and mergers and acquisitions. MarshBerry.com, an on-line agency management resource, can help NASBP members improve sales, boost employee performance and measure their value. For more information, or to subscribe to MarshBerry.com, please login to NASBP’s “Members and Affiliates Only” site or contact Susan DeCourcey at 202/464-1177 or sdecourcey@nasbp.org.
SIO’s State of the Industry Presentation
Pipeline is produced monthly by the National Association of Surety Bond Producers, 1828 L Street, NW, Suite 720, Washington, DC 20036-5104, 202/686-3700, Fax: 202/686-3656, www.nasbp.org, Internet e-mail address: info@nasbp.org. Disclaimer: This information is provided for educational and informational purposes only and is not intended to serve as legal advice. Readers are cautioned to consult their legal counsel on any specific matters. |
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