Who is the Customer, Anyway?

Morrow, Edwin P.
February 1998
Journal of Financial Planning;Feb1998, Vol. 11 Issue 1, p99
Academic Journal
This article focuses on the customers of insurance companies, mutual fund managers and broker/dealers. Depending on the structure of the sales force (brokers, managers, personal producing general agents, general agents, agency managers and so forth), the customers are the sales representatives, regardless of the title used. They are the people whose relationship and performance will determine sales volume. Many financial services companies mistakenly believe that the customer relationship is company/purchaser, when in fact it is producer/purchaser. Therefore, they must give considerable attention to developing the company/producer relationship.


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