The Growing Importance of Policyholder Service.

From now on a larger percentage of total sales must be made to existing policyholders, hence future sales volume will depend largely on the satisfaction of old customers. People are ready to pay for the product or service that really meets their needs. A first requirement for satisfactory service is to determine what is wanted, which is a matter of consumer research. Service is supplied by both the agent and the Home Office. Policyholders today often look to agent as a general financial adviser. Insurance business should operate m a goldfish bowl. Life insurance has grown increasingly complex; this fact increases the necessity for simplicity in communication. The life insurance companies must recognize that they have a real responsibility to keep abreast of the changing needs of the insuring public. [ABSTRACT FROM AUTHOR]