What’s the Difference Between a Customer and a Client?

Before I share my opinion on this topic, I will admit to a brief Internet search. As I expected, Google revealed no shortage of customer service advice supporting what I have to say. One source opines that business interests consider the value of a client over a lifetime versus a customer who is forgotten after the transaction.

Listen to the ubiquitous direct-writer ads on the radio and you will hear what I mean. They talk about their “customers” because, to direct writers, that’s what insureds are—one-time transactions. Professional independent agents, on the other hand, talk about our clients.

The difference is about how we treat our customers and how we perceive our role with them. A person walks into a supermarket and says, “I’d like a pound of bologna.” That’s a customer; but we don’t sell bologna. We treat our clients as complicated systems; members of our families and communities. And, we consider ourselves part of a support team–with our clients’ attorneys and financial advisors, who keep our clients’ best interests in mind when we act on their behalf. We want to have a positive impact on our clients’ lives.

And, as the Internet source indicated, this long-term partnership is important to our livelihoods. As an example, I recently served as a consultant for a client who was reconsidering its insurance broker in an effort to save money. This client worked with the same broker for several years, and every time we had a meeting with the incumbent broker, they would do it via conference call.

There are agents out there who will never take a minimum premium of less than $750 or $1,000; and if they do take such a small account, they don’t provide service to them. I, myself, always believed that you treat each client the same. Otherwise, your small accounts are just customers.

How we perceive ourselves and those we serve was a topic addressed recently in the keynote speech at PIANY’s Long Island RAP. The speaker, former New York Jets lineman Marty Lyons, was quite inspirational and what he said bears sharing.

“We live in a world of instant gratification,” he said. “But, real gratification comes from when you make a difference in someone’s life, and they come back years after, and they tell you how you had an influence.”

Lyons, who was drafted by the Jets in 1979 after playing for Alabama State, shared with the Long Island RAP audience lessons he’s learned on, and more importantly, off the football field.

While most famous for his ferocious role as part of the N.Y. Sack Exchange in the 1970s, Lyons is most proud of the work he’s done through his foundation, which has helped 35 million terminally ill kids in 13 states. Football, he said, provided him a platform—a voice. He reminded the audience of insurance professionals that we each have a platform too, should we choose to use it. He recalled working with legendary Alabama State Coach Bear Bryant, who told his team that he expected four things of them: 1) be proud of your family; 2) be proud of your religion; 3) get an education; and 4) try to win some football games. Keep these priorities, he said, and you will always grow in your career.

Bryant later told him: “A winner in the game of life is a person who gives of themselves to others.” And, while Lyons said that message didn’t resonate immediately, it proved true throughout his life.

I encourage readers to check out the speech on PIANY’s YouTube channel. It’s full of moving stories, including children who have motivated Marty Lyons, and lessons that apply to all of us. Perhaps most of all is the message that, if you do good deeds, you will always be rewarded: “When you leave here today ask yourself, do you want to make an impression in life or an impact,” he urged us. And he explained that “an impression will leave someone thinking ‘he’s a good guy,’ but an impact has an effect on their life.”

These are words to live and work by. They’re certainly words to keep in mind about how to treat our clients.

Marty Lyons is a class act, and he took time out of his speech to acknowledge another class act, Steve Diamond, who received the UJA Insurance Division’s Man of the Year award on May 11. I can’t close this article without noting Steve’s well-deserved award. I must also mention the great job our good friend Justin Fries did as chair of the UJA’s award banquet. It, too, was a very successful evening, and we raised considerable money for worthy charities. Steve Diamond has represented our industry with class, and we’d like to thank him for all the work he put into being our honoree. Those who participated in the event earned a heartfelt thank you. Justin Fries and the insurance committee did a wonderful job— Hearty congratulations for coordinating such a successful event.

Finally, speaking of inspirational, Alfred Nussbaum died the day after the UJA banquet on May 12. He was 80 years old and an independent agent through and through. He had a staunch German background, and great stamina to match. He bought his father’s Manhattan agency in 1976 and built Nussbaum Brunell, a well-known Long Island insurance agency. In my early years, I produced my business through Al in New York City. When I moved to Long Island, Al and I shared an office in Rockville Centre. Of all the people I’ve known in the business, he was one of the most knowledgeable. My sincere condolences to his wife Judy and his family who loved him. He will be missed.