The 2006 Agency Technology Study, conducted by the ACORD-User Groups Information Exchange (AUGIE), demonstrated the need for improved communication between carriers and independent agencies on interface and workflow enhancements, according to ACORD, the insurance standards organization.

With this in mind, AUGIE has created and issued "Productive Agency Visits by Insurance Carrier Marketing Reps: A Guide to Improved Communications on Workflow and Technology." The guidebook is designed to help principals communicate to their own staff key workflow and technology issues and to improve communications between agencies (owners and staff) and carrier field representatives, indicates Mike Bergstein, who headed the working group of volunteers who developed it.

"Too many agency owners and their staffs still don't recognize their business lives can improve dramatically with so many tools available today," says Bergstein, vice president of The Capacity Group, a New Jersey-based agency. "Our collective job is to continue to reach out to these agencies. We need to touch more than just the agency principal; this is a desktop-to-desktop battle to change behavior."

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