First, take a look at what consumers really want. (Take a look at the surveys being done by IIAA, Progressive or even better yet, ask your customers directly.) What we know is, they want the ability to contact your agency at times that are convenient to them.

They want to convey their requests and have you respond quickly. In fact, one recent company study stated that 99 percent of the consumers polled want just thatthey want you to be available and responsive.

But what does that really mean? Does that mean they want to reach you over the Web or the telephone? Does that mean they want you to return a phone call immediately or simply make the request of you when its convenient for them? They know that they want access to you and their policy information 24/7, but they leave how to deliver it up to you. So consider the issues and what solution is the best for your business.

With the continuing onslaught of computer viruses and hackers, security is a huge issue. Is your agency ready to take it on? Does your system have robust firewalls to protect your data while all of your customers are accessing the system? Do you have the continually updated virus protection programs that are absolutely required to retain the integrity of your data? If you arent ready, there is much to do to protect yourself before you can even think of enabling 24/7 access to your system.

You can hire the expertise and purchase the hardware and software to implement quality security, or you can outsource the function. There are many experts and good software solutions for security. Application service providers have established, state-of-the-art security systems that are continually updated and are able to address emerging virus and other security threats. In many circumstances it is actually more cost effective and efficient to outsource this function rather than to build and maintain it internally, but you will need to review your business goals and core competencies to make that decision for yourself.

Consumers do want 24/7 access to their insurance information, but what does that mean to your agency? That means having server access available 24/7. That means having someone on call to respond should your server go down, any time of the day or night. That means someone to answer your office telephone 24/7.

You may need improved communication capacity, more resources for 24/7 coverage, and perhaps even more robust servers.

For some agencies, it simply comes down to the data. What data do you want the consumer to be able to change? Name and address? Fine, but what if their typing skills are not the greatest? Do you want them to be able to actually add a vehicle to their policy and issue an Auto ID card? Im sure that sports car will meet the carriers eligibility requirements with their 16-year old on the policy (Oh, I feel the nightmare returning!).

Do we really need to enable the consumer to make changes in real time? Why? If the consumer can view his or her policy information and request a change, and the change is done by the next business day, wont that be enough?

In many cases, the consumer just wants to know that their request can be submitted any time and that the change is implemented quickly. If they submit a change of address at 6:30 p.m., and the change is implemented by 10:00 a.m. the next morning, the consumer is happy.

The consumer enjoyed the ability to place their request at their convenience, the agency was able to review the change before implementation, and the information could be updated before the consumer went to view their policy again. A customer-focused agency also takes advantage of the opportunity to proactively contact the consumer and enhance the service experience.

You can address the concerns and still deliver what your customers need. Remember what “the demand” wasthat you are available and responsive. Just because real-time technology is available, that doesnt mean it is what is required to respond to the demand.

Using an ASP service may eliminate many of the hidden costs associated with maintaining 24/7 services yourself. A good ASP will also provide robust security, hopefully better than you would be able to implement on your own. Call centers with insurance experience are able to brand themselves as your agency so the service is transparent to your customer. You can then deliver policy access to your customers over the Web or the telephone, anywhere, and at any time.

The last part of the equation, though, is the data. Theres still that nagging feeling about letting your customers change their information in real-time. Well you dont have to do real-time to achieve what customers want. Services are available that securely extract the actual data from your system nightly and present it to the consumer. The consumer then is able to make a change request that is sent to your agency to review and implement. The consumer never actually touches your agency management system.

Theres also an added disaster recovery benefit of having a complete copy of your data updated nightly outside of your office building.

So stop the nightmares. Remember what business you are in and where your business competencies lie. Look for a solution that addresses your concerns, allows you to focus on your expertise, delivers the 24/7 service that your customers want, and enables you to differentiate yourself in the market. The right solution for you is out there.

Richard Roy is chairman and CEO of idNET Inc., based in Simsbury, Conn.

Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, July 22, 2002. Copyright 2002 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.