If you're like the typical benefits professional, you've justsucceeded in adding nearly 40 percent of your year's production. Asyou wrap up all that January 1 business, it's already time toconsider your plan to keep it. Profitability doesn't come fromacquiring business, but from retaining happy customers and thebenefits of the revenue stream they create.

From a customer's viewpoint, benefits that are purchased and notused don't have much value, so it's in their best interest to keepthe benefits they purchase. One would think this isa simple win-win proposition, but stats tell us that all too manycustomers will purchase benefits that become effective this month,and then drop them, creating no value for anyone.

Customer retention at the employer level is a matter ofproactive communication. Begin the year by reporting and discussingthe results of the most recent enrollment with the employer.Discuss what went well, issues that were encountered and results.If specific carriers or products had issues and underperformed,have discussions with both the product provider and employer tounderstand and eliminate the drivers. If the employer used a benadmin system to process the enrollment, review how it performed inthe customer's eyes. Make sure the employer knows that your role isto step in and help them whenever an issue arises during theyear.