Agents Must ACT To Keep Up In Tech Race

Given the fact that computers are only as smart as the people who use them, independent agents are going to need all the tech support they can get.

For that reason alone, it was welcome news when the Independent Insurance Agents of America announced the formation of the Agents Council For Technology nearly two years ago. However, the big question was exactly what ACT was going to do. As a joint initiative of agents, insurers and vendors, ACT risked duplicating the efforts of ACORD and agency management system user groups.

ACT took a major step towards credibility this year with the appointment of Jeff Yates as its executive director. Mr. Yates was very effective during his 25 years with the Big I, first as its general counsel, then later on as executive vice president, and finally as chief executive officer of industry and state relations.

ACT next made a splash in Hawaii during the Big I's annual conference by issuing a thoughtful report: “A Vision Of The Future For Agency Technology, Including The Essential Next Steps For Independent Agents.”

Nothing in the report is groundbreaking; it repeats much of the advice offered over the years by agent user groups and ACORD. Still, the report is valuable in that it emphasizes the obstacles that are holding agents back technologically.

The report's ultimate value, of course, will be measured by its impact. If it sits on agency shelves gathering dust, it will have been a wasted effort. But if readers put its suggestions into action, it can make all the difference in the world for agents desperate to improve efficiency, productivity and customer service.

Among the most critical points is that agents need to establish a “culture that views technology as a strategic opportunity and an integral part of the process of running an agency.” ACT wisely suggests that agencies appoint a “chief information person” to maximize the benefits of technology in everyday operations.

The report also urges agents to stay current–to keep up with the latest releases of their agency management system and to avail themselves of new company interfaces. ACT also advises agents to install high-speed Internet access on the desk of every staff member, and to make the Web a critical component of their efforts to provide 24/7 customer service.

ACT also urges support for standards, as well as warning about the need to focus on the security of their systems to protect client privacy.

Training is the key. ACT must work with carriers and other associations to target practical, how-to tech training sessions to agents in a variety of forums–live seminars, Web conferences, books, CDs and any other format available. The ACT Web site, accessible via independentagent.com, is a good place to start.

The most important point in the report, however, is that agency principals have to commit to the long haul, understanding that tech is not a one-time expense, but an ongoing investment in both equipment and education. Those who fail to implement the helpful hints offered by ACT in its report could find themselves left behind forever in the race to keep up with consumer demand and the competition.

Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, November 12, 2001. Copyright 2001 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.

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Agents Must ACT To Keep Up In Tech Race

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