
Karlyn Carnahan
I just published our third agency survey report and as always, the results are very interesting. We asked over 500 agents across the country what it takes for a carrier to get their business, how they prefer to work with carriers, and what are their own plans for the future. The findings are consistent: whether the agent focuses on property casualty or life, personal or commercial, whether the agent is a producer, principal or CSR — technology is a major part of the answer.
Agents identified responsiveness of underwriting new business, speed of underwriting, competitive product offerings, and claims services as the key factors for determining where to place business. Beyond those top criteria, there are some additional priorities – and there are some differences in importance by role. Portals are highly important ways of providing those capabilities. Martina Conlon has just published a report that describes the vendors that can accelerate the development of P&C insurers’ portal capabilities.
As expected, there is a great deal of alignment between agents are looking for and what their top carrier is providing. Top carriers are doing a good job of providing the capabilities agents are looking for – which may be why they are the top carrier. They are setting the standard that others must meet.
What are agents planning for the future? Across all roles, most agents are planning to grow their business over the next three years. All agents are looking to add more commercial customers. Life carriers also rank adding more personal/individual customers quite highly. To support this growth, agents are planning to invest in technology and automate workflow. Additionally, they are planning to increase their customer accessibility by expanding customer web transactions and expanding use of mobile technology and social media.
For carriers, this continues to emphasize the importance of providing agents with a good technology experience. Carriers successfully winning in this increasingly competitive playing field will be those that are aligned in offering the capabilities agents demand.
To learn more, check out the report here http://www.novarica.com/agent_survey_2011