Insurance may be built on policies and premiums, but customers rarely remember those details. What they remember is how they were treated.

That was one of the central themes of a recent Applied Client Network (ACN) webinar featuring customer service consultant Kelly Donahue-Piro. Throughout the session, she challenged agencies and brokerages to rethink what great service looks like in today's environment. As customers have more choices than ever and are increasingly willing to leave when they feel overlooked, customer service basics can’t be disregarded.

Here are five lessons that stood out.

1. Customers Want a Relationship, Not Just a Transaction

It's easy to fall into transaction mode in a busy agency. A client calls, a task gets completed and everyone moves on to the next item on the to-do list. But customers remember and stay loyal to the people who help them, not just the products or transactions themselves.

Donahue-Piro encouraged agencies to treat every interaction as an opportunity to strengthen a relationship. Something as simple as remembering a client's vacation plans, asking about a new business venture or following up on a previous conversation can transform a routine service call into a meaningful connection. People may buy insurance from an agency, but they often stay because of the relationships they've built there.

2. Talk About What Matters to Clients

Most customers don't wake up excited to discuss deductibles, endorsements or policy language.

They care about their home, their business, their boat and their first car. The things they've worked hard to build and protect. Insurance is there to protect the things that matter most.

One of Donahue-Piro’s most compelling reminders was that insurance is rarely the star of the story. When agencies shift conversations away from technical jargon and toward real-life priorities, clients are more engaged and more likely to understand the value of their coverage.

3. Silence Can Be as Dangerous as Poor Service

Many agencies focus on avoiding mistakes and, while important, it isn't enough.

Donahue-Piro argued that one of the biggest threats to retention is indifference. A customer who never hears from their agency, never receives proactive outreach and never feels recognized can easily begin to question the relationship.

In other words, clients don't always leave because they're unhappy. Sometimes they leave because they feel disconnected.

4. Every Interaction Leaves an Impression

Donahue-Piro described client relationships as a piggy bank. Every positive interaction — a quick response, a thoughtful conversation or a problem solved — makes a deposit. Every frustration, delay or missed expectation makes a withdrawal. Over time, those small moments add up.

When a rate increase hits or a claim becomes complicated, agencies with a strong relationship balance have trust to draw upon. Agencies that haven't invested in that relationship may find it much harder to recover.

5. The Experience Matters More Than You Think

Customers have never had more options. They can shop online, compare rates instantly and switch providers with just a few clicks. In this kind of market, the experience a brokerage can provide is often a key differentiator.

From the tone of a phone call to the way a difficult conversation is managed, customers are constantly forming impressions. Donahue-Piro reminded attendees that people may not love insurance itself, but they can absolutely love the experience of doing business with an agency that makes them feel valued, understood and appreciated.

Leave Them With a Lasting Impression

One of the simplest ideas Donahue-Piro imparted may have been the most powerful: customers remember how you make them feel.

In a business built on protecting what matters most, agencies that invest in relationships, communicate with empathy and look for opportunities to connect will be better positioned to earn trust, deepen loyalty and stand out in an increasingly competitive marketplace.

Want to learn more? Visit the ACN Learning Center to watch the full WOW Customer Service webinar, part 1, and explore additional professional development resources designed to help agency teams strengthen customer relationships.