Service over sales: Why putting the customer first in every interaction is essential

For Insurance Advisers, it can sometimes be easy to get caught up and distracted by sales figures, but the best outcomes always come from taking the time listen to our customers, understand their needs and focus on exceptional service.

Timaru-based Insurance Adviser, Cassie Jamieson was recently referred two new customers from ANZ Mortgage Adviser Chris Hill. They were a couple who had brought their first truck to get their trucking business underway and were in the process of transferring their Banking from BNZ to ANZ.

During a review of the customer’s existing life policies with Partner’s Life, Cassie identified a potential claim event which had been missed. Through persistence, dedication and tenacity, she ended up helping the couple claim nearly $250,000.

A close review and a missed claim

Event though the couple told their Banker Chris Hill they already had Life Insurance, he recommended they talk to Cassie for a review to make sure that there were no shortfalls. 

“I met with the wife initially as the husband was busy,” said Cassie, “during that initial meeting it clear to me they were quite sceptical about Insurance in general.”

“I asked them about their family/business and as the wife started to open up, she told me her husband had been diagnosed with testicular cancer six years ago, I informed her I was unsure what we could offer, so we rung underwriting on the spot to see if we could consider cover for him?’”

The woman told Cassie her husband had called Partners Life six years ago to claim while he was going through radiation treatment, but he had been brushed off.

After closely reviewing the customers medical notes that clients had supplied me and analysing the Partner’s Life policy wording, Cassie realised something had been missed.

“I didn’t want to get their hopes up but I told the customers ‘I’m pretty sure that cancer was a claimable event’,” said Cassie.

Help the couple navigate the claim process

What came next was an outstanding display of customer service. Even though the couple weren’t Chubb customers, Cassie advocated for them.

She contacted Partner’s Life and asked for Claims forms be sent to the customers and she stepped them through the process, ensuring they provided all the relevant information.

“I told the husband what he needed to provide from a medical point of view,” said Cassie, “that afternoon he booked an appointment with his doctor to fill in medical claim form.”

Partner’s Life included Cassie on the update so she could keep the customers informed. A few weeks later, the claim was approved and Cassie called the customer to make sure he’d received the good news.

He answered the call and told her he was grateful, but to Cassie he sounded a bit withdrawn.

“I asked him ‘do you realise how much money it is?’” said Cassie, “and he replied ‘it’s 20K isn’t it? And I said, ‘no, ‘it’s $247,000!’”

What the customer said next was not appropriate for The Village.

“He was genuinely so stoked and just blown away,” said Cassie, “his wife called me afterwards and was in tears.”

Outstanding service is what customers remember

The customers have used the money to pay off some of their business loans, they’ve bought a new vehicle and put some money away for a rainy day.

Wife is now a Chubb customer and husband is going through the underwriting process as we speak.

“The wife has switched her life/living cover to us as the covers recommended were superior to what she had in force,” explained Cassie, “but I recommended the husband holds his cover with Partners, because of the risk associated with the previous cancer, and we have topped up the shortfall with Chubb”

Blown away the outstanding service, the customers have now recommended their parents and their siblings all to Chubb Life.

The lesson for IAs

What stands out most in this story is not just the outcome, but the mindset behind it. Cassie’s focus throughout the entire case was on customers and their needs.

“I could’ve easily dismissed the referral because the couple already had cover, but I wanted to take the time to understand their circumstances and listen to their story.”

“I think as IAs we’re in a really privileged position, we don’t need to look for business,” said Cassie, “We have New Zealand’s largest bank behind us, we just need to approach every customer interaction with kindness and an open mind.”

For insurance advisers, there is a strong lesson here. When Advisers take the time to ask better questions and genuinely put the customer first, they’re more likely to uncover gaps, identify missed opportunities, and deliver outcomes that matter.

Because in the end, service is what customers remember. And when service comes first, sales tend to follow.