American Family Insurance agent connects and listens | Business Buzz

Federal Way
Federal Way's American Family Insurance agent Cynthia Squires proudly displays her agency's Distinguished Insurance Agency award from J.D. Power and Associates for customer satisfaction excellence.
— image credit: Debra Feammelli/For The Mirror

Local American Family Insurance agent Cynthia Squires has been recognized for customer satisfaction excellence under the J.D. Power and Associates Distinguished Insurance Agency Program.

In 2007, Squires opened Federal Way’s American Family Insurance, located at 31653 Pacific Highway S., Suite C. She started with three employees. Today, she has six licensed assistants, including two who are bilingual in Russian, Ukrainian and Spanish.

Connecting with people and listening to their needs are primary at Squires' agency.

“We are steeped in personal relationship building, which is why most of our business comes from customer and mortgage company referrals,” she said.

Printed newsletters, personal address labels, birthday and holiday cards with handwritten notes, and an annual Christmas open house with Santa are some of the ways the agency keeps in touch with customers year-round.

Customer education is important. Through personal insurance reviews, Squires and her licensed assistants meet with people to review their insurance coverages, such as homeowner, auto and life. Sometimes, existing coverages may not offer enough protection, or there may be an opportunity for a cost savings. Armed with knowledge, the customer can make informed decisions whether they want to make any changes, Squires said.

Her agency’s customer-focused activities were instrumental in earning the Distinguished Insurance Agency recognition from J.D. Power and Associates, a global marketing information services firm. She successfully performed in a two-part evaluation process, conducted by J.D. Power and Associates. These involved a customer satisfaction survey and an on-site evaluation, based on five best practice areas: Proactive reviews of customer insurance needs, claims handling, positive customer contacts, responsiveness and office environment.

Squires was among 13 American Family Insurance agents in Washington who received the Distinguished Insurance Agency recognition this year.

Established in 1927, American Family Insurance is based in Madison, Wis. It offers auto, homeowners, life, health, commercial and farm/ranch insurance in 19 states. American Family is the third largest mutual property/casualty insurance company and the 14th largest property/casualty insurance group. The company entered the Washington market in 2006.

For more information, visit or call the local agency at (253) 529-1957.

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