The Intermediary – March 2026 - Flipbook - Page 80
Q&A
The Exeter
The Intermediary speaks with Suzy Esson, chief
operating officer at The Exeter, about technology
and the evolution of customer service
Why is exceptional customer
service a critical differentiator
in today’s market?
Exceptional customer service remains one of the
few true differentiators available to us. Products
and pricing can be matched by competitors, but
the way we support and engage with our advisers
and members cannot.
It’s about recognising that customers expect
more than efficient transactions; they expect
to feel understood, reassured, and confident in
every interaction with us.
Delivering this level of service strengthens
trust, deepens loyalty, and reduces avoidable
issues that can create unnecessary friction –
whether that’s miscommunication on what
customers need, or unclear or incomplete
requirements at the application or claims stage.
In the financial services industry, we often
engage with people during stressful or
challenging times, and how we respond matters
just as much as what we deliver.
Ultimately, delivering exceptional service
is not just about meeting expectations, it’s
about creating meaningful experiences that set
us apart.
How does technology complement
the human element?
Technology should be seen as an enabler, not a
replacement for human interaction. In customer
service, the human element provides empathy,
understanding and reassurance, qualities that
technology cannot replicate.
Technology complements this by removing
friction, automating low-value tasks,
speeding up processes, and providing data
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The Intermediary | March 2026
insights so our colleagues can focus on
meaningful conversations that truly impact the
customer experience.
For example, using artificial intelligence
(AI) or automation for routine tasks frees our
colleagues to spend time on more complex tasks
or interactions that impact our members. The
right balance ensures efficiency without losing
the human touch that builds trust and loyalty and
provides exceptional customer experiences.
What qualities do service teams
need to stand out from competitors?
To stand out and deliver truly exceptional
service, our teams need a combination of
individual and collective qualities. Individually,
empathy, active listening, and accountability
are critical. Customers want to feel understood
and supported by someone who owns their
request. Collectively, teams need collaboration,
adaptability, and a shared sense of purpose.
A culture of continuous improvement and
curiosity ensures they look for ways to raise the
bar, while resilience helps them navigate complex
or emotional situations.
When these qualities are combined with
strong communication and a commitment to
an organisation’s values, teams can create
experiences that go beyond expectations.
How has The Exeter invested in
technology to improve service?
The Exeter has made, and continues to make,
significant investments in technology to ensure
interactions with advisers and members are
seamless and meet their needs.
For advisers, we’ve introduced intuitive presales tools that enable self-service and provide
