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Invariably when I conduct a Professional Agency Review, I find that there is backlog in most of the profit centers (Personal Lines, Commercial Lines, etc.). Regular account reviews for personal lines and small commercial lines can't be accomplished, because the CSR "doesn't have time." This situation has bothered me as an agency owner, as well as a consultant, over the years. The question was, and is, how can I get people motivated to eliminate backlog and provide the service to the customer, that they deserve?

The first challenge is to insure that the correct systems and procedures are in place. In order to accomplish this, I believe that you have to do two things. The first is to do a full review of your current systems and procedures, to determine if there are processes being done by the staff that are unnecessary. This can be accomplished by interviewing the staff regarding their current practices, and then creating a workflow chart. You must then reduce these procedures to writing. The adherence to the written procedures is mandatory.

Secondly, you must make sure that your staff is using the full capabilities of your agency management system and other available third party hardware and software. This includes the entry of complete information in your system, the use of form letters, and regular training in the correct use of the system. This also includes implementing imaging or electronic filing by he staff. Electronic filing will ultimately lead to a 25-42% increase in productivity.

The next objective for the agency owner or manager is to establish job standards. A job description is insufficient. The work must be quantified. If you expect Zero Backlog, account rounding, timely renewal processing, and the securing of referrals, it must be written into the job description.

The final, and maybe the most important step, is to provide the motivation for attaining zero backlog. In the past, the reward for having zero backlog was to give the employee more work. Why would anyone want to be caught up, if their reward was more work? There has to be a carrot.

I have found that telecommuters (people who work from their home) accomplish their tasks in 60% of the time it takes them to accomplish the same functions in the office. There are several reasons for this. They are not interrupted by phone calls, the intercom or casual conversation with other employees. But there is another motivator that is usually overlooked. The telecommuter knows that when they're done----they're done. No one will give them extra work and they have free time to focus on other personal or business tasks.

If you want zero backlog and complete adherence to agency job standards, you must establish a reward system for those that accomplish or exceed the goals that you have set in their job standards. A Friday afternoon off, a free dinner at a fine restaurant, and cash incentives are among the options available to you.

Remember, if you don't reward excellence in your organization, you'll encourage mediocrity among the staff.