More than half of insurance agency management computer system users tap a real-time tool to start an inquiry or service transaction, according to a survey conducted by the Real Time/Download Campaign--a coalition of agents, brokers, carriers, technology providers, user groups and agent and industry associations.

"Increasing numbers of agents and brokers are leveraging real-time technology tools to handle policy rating and sales, manage customer inquiries, and deliver service," the group noted.

According to the poll--which queried some 3,200 agency staff members--54 percent used real-time for inquiries and 55 percent for personal lines endorsements. In addition, 43 percent of agents are rating personal lines in real-time through their agency management system or comparative rater.

Agents adopting real-time have started with the inquiry function, followed by personal lines, according to Jeff Yates, executive director of the Agents Council for Technology. "Commercial lines rating is less--only 18 percent--but I think you will see a big increase as more carriers come on board," he said. "It's happening, but it's also more complicated, so is still in development."

Meanwhile, he added, "some carriers say that over half of their transactions are coming through comparative raters."

Real-time, the group explained, is the ability to click on a button from a client file in the agency management system or comparative rater for immediate access to carrier information on that client. This approach provides a single workflow for servicing or quoting.

Asked about agents' decades-long battle to achieve SEMCI (single-entry, multiple-company interface), which would allow agents to enter one set of data for use by all insurers, Mr. Yates expressed optimism. "That's what personal lines rating and commercial lines is," he said. "Real-time is the 21st century incarnation of SEMCI. We will see that vision realized through real-time."

The Real Time/Download Campaign said survey responses came from every state in the country. Slightly more than 90 percent of respondents said they use an agency management system in their office.

"As real-time continues to gain momentum, it's important to understand what's been achieved," said campaign co-chair Cyndy Smith, vice president and director of technology at Haylor, Freyer & Coon Inc. in Syracuse, N.Y., and Industry Affairs Committee chair of The AMS Users' Group. "By benchmarking where we are, we're better able to track future progress in implementation and adoption of this important workflow enhancement."

Use of real-time tools is saving agents and brokers a significant amount of time each day, the group said.

"Nearly half of those using real-time (47 percent) find time savings of as much as 30 minutes per employee, per day (45 percent in personal lines and 50 percent in commercial). An additional 28 percent (35 percent in personal lines and 19 percent in commercial) peg the savings at 31 minutes to an hour per employee each day," the organization said.

"We've worked hard to educate people on the value of real-time and download," said Ms. Smith. "Agents need to understand that real-time functionality already exists in most management systems. It's a matter of turning it on and making sure employees understand its value. [These] workflows help agencies deliver better customer service and retain business without adding more staff."

The survey also found that agents have increasing numbers of carriers offering real-time functionality. "About 60 percent of agencies doing personal lines real-time inquiries or service transactions say they have it available with four or more of their carriers," the group said.

"The good news is that over 100 carriers and groups of carriers are offering real-time via AMS and Applied, and that's a significant part of the market," said Mr. Yates. Asked about how many companies are not offering the capability, however, he was unable to provide a number.

"The bad news," he added, "is that agent implementation of real-time needs to move faster. We also need more activity by some of the smaller carriers, both regional and domestic. Getting them on board is really important."

Mr. Yates noted that ACT is conducting monthly real-time webinars that draw between 400 and 450 agency listeners. "We're doing programs in over 30 states, and we're getting the state associations more involved on the technology issues," he said.

He also noted that smaller agencies are more likely to have problems with the cost of technology, making them less likely to adopt real-time.

Another challenge being addressed by ACT is trying to bring real-time technology to the excess and surplus lines market, he added. "There's a lot of work to do," he noted. "It's more complicated, because you have [managing general agencies] involved."

Special Reports /

Agents Boosting Use Of Real-Time Tech

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