The Extra Mile: Why exceptional customer service matters
This year’s Customer Service Week, which ran from October 5th to 9th, 2026, was centred on “The Extra Mile”, a timely reminder that great service is not simply about meeting expectations. It is about making the effort to go beyond them.
Joan Kitawona is the Head of Business Development, Clarkson Insurance Brokers Ltd. (Courtesy photo)
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Customer Service Week is an opportunity to pause and reflect on one of the most important promises any business makes: to be there for its customers when they need us most.
This year’s Customer Service Week, which ran from October 5th to 9th, 2026, was centred on “The Extra Mile”, a timely reminder that great service is not simply about meeting expectations. It is about making the effort to go beyond them.
For the insurance industry, this message carries particular significance because insurance is a promise. A promise that must be fulfilled. Insurance is often purchased during moments when everything is going well. A business protects its premises, a family insures its home or vehicle, and an organisation safeguards its employees and assets.
The true value of insurance becomes visible when something goes wrong. At that point, customers do not simply need an insurance policy. They need guidance, responsiveness, empathy and someone willing to help them navigate what may be a difficult moment. That is where customer service becomes more than a business function. It becomes part of the value we deliver.
For Clarkson Insurance Brokers, this responsibility is built on a long history of serving clients and understanding their changing needs. With roots dating back to 1958, Clarkson has been part of the insurance landscape for generations. That history carries an important lesson: lasting relationships are built through trust, consistency and a genuine commitment to clients.
Most importantly, it is taking ownership. Customers remember how an organisation made them feel, particularly when they were vulnerable or uncertain. A technically correct response can solve a problem, but a thoughtful response can build a relationship.
At Clarkson Insurance Brokers, we believe customer experience does not belong to one department alone. Every employee contributes to the customer journey, from business development and client relationship management to claims, finance, operations and technology.
A customer may judge an entire organisation based on a single interaction. That makes consistency important across every touchpoint. Our responsibility is not only to help clients find appropriate insurance solutions, but also to remain accessible, responsive and committed throughout the relationship. At Clarkson, going the extra mile means putting the customer at the centre of every decision and every interaction.
Trust in insurance is built not only through what we promise, but through how consistently we deliver on those promises. This is where Service Level Agreements (SLAs) become important. A Service Level Agreement provides a clear understanding of what customers can expect from us, including response times, communication, follow-up and the timelines within which different services should be delivered. It gives both the customer and the service provider a shared understanding of what good service looks like.
When we respond when we said we would, provide updates when promised and follow through on agreed actions, we demonstrate that the customer's time and concerns matter to us. Insurance is fundamentally about trust.
A customer trusts an insurance professional to help identify risks, recommend appropriate protection and provide support when it matters. That trust cannot be built through advertising alone. It is earned through every conversation, every follow-up and every promise kept.
The future of customer service in insurance will belong to organisations that combine speed with empathy, technology with human connection, and efficiency with genuine care. Customer Service Week may give us a dedicated moment to celebrate service professionals, but the principles behind it should not end on a Friday.
At Clarkson Insurance Brokers, going the extra mile is a commitment we want to carry throughout the year. To our clients, thank you for trusting us to be part of protecting what matters to you: your businesses, assets, people and future.
And to everyone who serves customers every day, thank you for the patience, professionalism and care you bring to every interaction. Exceptional customer service is not about doing what is required. It is about asking:
“What more can I do to make this better for the customer?”
That is the extra mile.
The writer is the Head of Business Development, Clarkson Insurance Brokers Ltd