Customer service is important in any kind of industry. And due to the increasing competition in Indian Life Insurance sector, players are adopting every possible strategy to enhance service quality and retain the customer for a longer period. Customer service involves all acts, which are associated with the basic product or service that are done before
delivering, while delivering and after delivering it. This involves how the producer behaves with customer; what additional facilities are given; how quickly it is done; how complaints are handled etc. In the delivery of services, it becomes more important because it cannot be touched or seen like a product.

When it comes to insurance, this service delivery assumes an altogether different paradigm because of the complex nature of services that are required. In most of the non-life insurance contracts, the most important service that an insurance company can render viz., the claim settlement, may never arise as the settlement of the claim is contingent on the happening of the event. When it comes to life insurance, the complexity is of a different nature. Here, although the claim is bound to come up, whether in the form of maturity or death (as in most life insurance contracts), one has to wait for a very long time and in some cases for a few decades for the claim to arise. This article looks at the need for rendering an efficient service in other areas during the long-term.