In the second part of this three-part series on CRM, John Sarich looks at the shift of CRM systems from broad sales tool to finely tuned insurance IT systems. Read part one, "CRM challenges in insurance — agents vs. carriers."
As we discussed earlier, carriers that subscribe to the independent agency system are akin to wholesalers, where a third party is responsible for the sale to the customer. However, insurance carriers also have a sales force. This sales force isn't there to sell an insurance policy to a customer, but to build relationships with the carriers' agents and agency personnel.
The field organization of a typical carrier is responsible for building and enhancing the business relationship with the agency or agencies with whom the carrier works. Field agents also help agents increase sales through sales training and work with agencies to improve their loss ratio, earn a higher level of commissions and provide feedback to the carrier's management team in underwriting or policyholder services.
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