Insuring Satisfaction by Byron Lewis

Over the past fifteen years, Springfield's car insurance industry has seen many agencies
come and go. But one north side agency has not only survived, it has thrived.

The agency is called ALF insurance and its owned by Springfield native, Peggy Reynolds.

Reynolds believes that the automotive decor helps to set the right tone with her customers.

Reynolds said, "Usually its men, and they would say, The man that owns this, must really like
car stuff."

Once the agency's receptionist, Reynolds is now the owner. But she tries to remain grounded.

"I don't think of if that way, to me its just a job, just like anyone else. I mean I have more to
worry about, but its not like I pull into the parking lot and think oh I own this. In fact, I don't
tell anyone that I own it, " said Reynolds. 

Although, some in the industry, wonder what ALF's secret recipe is, Reynolds believes that the
secret is not a secret at all.

Reynolds explained, "I would say because we have good customer service, we really try to follow
up with phone calls. And we try to help people, we try to send them elsewhere if we can't help
them, or if it time for them to move on. I think its customer service. "

Despite competition from other agencies, ALF insurance will continue to focus on one
thing, satisfying the customer.