1 A study of relationship building skills in the Insurance industry Dr. Vimi Jham Abstract In order to remain competitive in this borderless world all the financial services providers have to re evaluate their traditional methods of attracting and keeping customers. To be successful in the insurance industry the advisors have to take a closer look at how they treat their customers This study is based o the advisors ability to deliver on factors related to service quality. The measurement scale used in this study is based on importance / performance paradigm. The results of the study reveals that respondents believe that their individual advisor is performing at an above average level. Key Words: Relationship marketing , Insurance , customers , advisors , factor analysis , performance measures. Introduction Many aspects of financial services industry in India have changed since competition from non insurance providers has forced insurance only companies to enter area once considered exclusively part of financial services market.. It is possible today for the customer to distinguish between organizations and their product lines. Intangible assets in particular brands and customers are critical to an organization (Lev, 2001) .In today’s competitive environment relationship marketing is critical to banking corporate success. Insurance is customer oriented services industry therefore customer is the focus and customer service is the differentiating factor. (Jha, S.M, 2000) has mentioned that insurance companies have started realizing that business depends on client service and satisfaction of the customer.