How to Keep Your Client Partners Happy

Our CSO Joshua Cruce shares how his experience in both insurance and advertising gave him the answer to how to keep your client partners happy.


Before I was in the insurance claims business, I managed teams in large advertising agencies.

There was a saying commonly used in advertising: The second you win a client is the second you start losing them.

Once we signed an agreement with the client, we would immediately go to work on their account. This sounds like the right thing to do… until it’s not. The problem in advertising is the creative piece of the work is so consuming that the entire team focuses on the output and forgets about the client.

During the ‘dating phase’, the client and the customer were all we thought about. Obsessing over them during the prospect phase, looking at every possible way we could serve them better. Then we finally win the business and forget to keep ‘dating’.


The insurance business is no different. When we are prospecting a client, we are customer obsessed. Everyone from our claims teams to our leadership team is diving into the customer, figuring out how can we best serve their policyholders and meet the carrier’s strategic needs.


The problem is, we stop being customer obsessed after we sign the deal. That can’t be the case! The relationship was not built on processing a claim, so it cannot be sustained on the sheer fact that we handle the client’s claims. The relationship was built on trust and that trust must be maintained.

The client trusts that we care about their outcome and the outcome of their policyholders. They trust that we are constantly looking into ways to better service their needs. They trust that the partnership is one of strategy, not one of commodity, and we should always be validating this trust.

At Brush Country Claims, every piece of insurtech software, every training, and every position is built around the customer experience. While others have their heads down processing claims, our heads are up, helping our clients look into the future and building the road to get them there.

Date your clients. The honeymoon is not just a phase. Constantly find ways to add value to the relationship and take it to the next level. The second you stop dating your client is the second the client starts looking for someone else that cares about them.