Customer Retention Checklist

Run the expiration list out of Applied Epic, AMS360, or EZLynx for policies expiring 90–120 days out. Filter by line of business so the account manager and CSR can split work — commercial package and WC tend to need earlier touches than personal lines.

Score each account on prior-term loss ratio, mid-term endorsement activity, NPS response, and any open service tickets. Mid-market commercial with a single large loss in the prior term is the highest-churn segment in most agencies.

Cross-check the carrier claim portals against the AMS. An insured sitting on an unpaid first-party claim against TX Chapter 542 timing is a flight risk regardless of loss ratio.

Verify each account's POR is still active and that the producer's NPN is licensed and CE-current in the policy state. A lapsed CE in the renewal state means no authority to bind — fix before outreach, not after.

Account manager owns the outreach for accounts tagged High in the segmentation step. Walk the insured through prior-term loss runs, mid-term changes, and any loss control recommendations the carrier issued.

Capture exposure changes that affect class codes and rating basis: payroll growth, new locations, fleet additions, new equipment, change in operations. Drift in these between renewals is the most common reason auto-populated ACORD 125/130 fields go stale.

Cyber, EPLI, employment-related crime, and umbrella gaps are the most common findings on a stewardship review. Note the gap, the recommended limit, and the insured's documented response — file goes to the renewal package.

Direct question, documented in the AMS notes. "Renewing as-is," "open to remarketing," or "non-renewing" each routes to a different downstream path.

Standard package: ACORD 125 + 130 + 140 with current SOV, 5-year loss runs from each prior carrier, supplemental apps for any specialty exposures. Auto-populated fields get manually reviewed against the questionnaire response — do not rely on the AMS rollover.

Three markets minimum for commercial. Confirm appetite before sending — an out-of-appetite submission burns the producer's relationship with the underwriter on the next account.

Agency principal owns this conversation. Save offers can include a multi-line discount, a premium financing option, a service-fee waiver, or a coverage restructure. Document what was offered and what was declined — feeds the lost-account analysis.

Short call or written form. Capture the actual reason — price, service, claim handling, coverage availability, relationship — distinct from the reason given on the BOR letter. Use this to feed quarterly retention metrics, not to argue with the insured.

Use AMS effective-date data to flag tenure milestones. Long-tenured insureds are the agency's most defensible book — and the most ignored in most retention workflows.

Personal note from the producer of record, not a templated agency e-blast. Reference the actual relationship — a major claim handled, a coverage restructure, a referral made.

Confirm the incentive complies with state rebating rules. NY Reg 187, CA Insurance Code §750, and equivalents prohibit rebates of premium; gift-card thresholds vary by state. Agency principal signs off before any payout.

NY Reg 187 and CA SB 250 require written disclosure of commission to commercial insureds. Mid-market commercial is the most commonly missed segment. Disclosure goes in the renewal package, not as a one-time letter at policy inception.

Trigger 30 days after claim closure. Claim experience is the single largest driver of non-renewal in commercial lines — surveying at the policy renewal is too late to act on.

Pull tickets tagged as service issues against each appointed carrier. Patterns — billing errors, slow endorsement turnaround, claim adjuster rotation — are escalation material for the next carrier QBR.

Agency principal, commercial lines manager, and lead account managers walk the retention ratio, lost-account reasons, and save-offer outcomes from the prior quarter. Decisions made here drive next quarter's outreach script and incentive design.