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

From a customer's viewpoint, benefits that are purchased and not used don't have much value, so it's in their best interest to keep the benefits they purchase. One would think this is a simple win-win proposition, but stats tell us that all too many customers 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 of proactive communication. Begin the year by reporting and discussing the 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 to understand and eliminate the drivers. If the employer used a ben admin system to process the enrollment, review how it performed in the customer's eyes. Make sure the employer knows that your role is to step in and help them whenever an issue arises during the year.