While the majority of producers appear to be basically satisfied with many key aspects of their dealings with carriers, there is still plenty of room for improvement–particularly when it comes to giving agents and brokers meaningful input on insurance company activities, as well as better compensation and tech support, a new survey conducted exclusively by Deloitte for National Underwriter reveals.

The Producer Satisfaction Survey of 1,596 qualified agents and brokers by Deloitte's Insurance Industry Group–conducted in partnership with National Underwriter–explored “nine experience attributes that could impact a producer's decision to increase business or sign on with property and casualty carriers,” Deloitte noted.

The survey identified a trio of “core” attributes characterized as “very important” by over 60 percent of producers surveyed–products and coverage (71.5 percent), claims handling (62.9 percent), and policy pricing (62.5 percent).

There were also a series of “differentiating” attributes ranked as very important by between 40 percent and 60 percent of producers–those being financial strength (57.1 percent), overall relationship/business support (55.1 percent), and technology to ease work flow (47.5 percent).

Deloitte explained that while “core” attributes are necessary for a producer to even consider doing business with a particular carrier, “differentiating' attributes provide opportunities to establish longer-term, competitive advantage.”

“Understanding what is important to producers, and then meeting or exceeding these expectations, is a key to carrier growth over the long term,” said Rebecca Amoroso, Deloitte's U.S. insurance leader.

Then there were what Deloitte called “ancillary” factors, which less than 40 percent of producers felt to be very important–compensation, in terms of fees and commissions (34.5 percent), carrier brand/reputation (29.1 percent), and the availability of risk or loss control services (20.9 percent).

Among the “core” attributes, the survey found that the most important features are:

o Competitive pricing, timely delivery of policies and ease of customization (for products and coverage).

o Paying claims promptly, adjusting claims fairly and timely notification of a customer-filed claim (for claims handling).

Among the attributes that “differentiated” carriers, the most important features are:

o Customer retention, personal interaction with carriers and having a dedicated underwriter (for overall relationship/business support).

o Technology providing automated underwriting for small personal or commercial accounts, real-time processing and download of key customer information to agency management systems. (Deloitte noted that “surprisingly, only a small percentage of producers found social networking technology important, despite its growing use among consumers.”)

Overall, the good news, according to Deloitte, is that “as a percentage of the overall sample, the number of producers who said they are either satisfied or very satisfied with attributes they find important/very important is high. This indicates that carriers are generally doing a good job delivering value on those attributes that matter to producers.”

Indeed, “80 percent or more of producers indicated they are either satisfied or very satisfied with six of the nine attributes,” Deloitte reported–those being financial strength, products and coverage, overall relationship/business support, brand/reputation, policy pricing and claims handling.

However, Deloitte noted, “although the majority of producers indicate high satisfaction levels with many aspects of their relationships with carriers, a closer look shows that there are still many opportunities for carriers to drive stronger relationships with producers.”

One of the biggest problems identified by the survey is that “carriers do not routinely seek input from producers into key business activities,” such as marketing initiatives, product development, technology, claims and integration of distribution channels, Deloitte found.

“Qualitative evidence suggests that producers would like carriers to view them as partners and to jointly develop business strategies,” Deloitte observed, while warning that “true partnership would require greater consistency and commitment from carriers.”

Proactive carriers could seize a competitive edge, according to Deloitte, based on another survey result indicating that “the more frequently carriers seek input from producers, the more satisfied producers are.”

For example, of those who said that carriers often ask for their input into marketing activities, 36 percent said they were very satisfied with the overall relationship and support they received from their insurers, compared to only 11 percent for those who said they were never asked for input–a 25-percentage point lift.

Indeed, Deloitte suggested, “carriers can leverage this insight to drive greater satisfaction levels and build true partnerships in the future.”

The survey also found that 12 percent of producers are either dissatisfied or very dissatisfied with their compensation. Indeed, only 9.9 percent said they are very satisfied with what carriers are paying these days.

Insurers might also boost producer satisfaction with better tech support, as only 13 percent said they were very satisfied with current carrier technology.

There is opportunity for improvement and competitive advantage even in the many areas where producers indicated they are relatively happy with their carriers' performance, the survey found.

While 80 percent or more of producers surveyed are at least “satisfied” with many of the key points of distinction among carriers, the numbers shrink dramatically when you break out those who are “very satisfied,” leaving a gap that could be exploited by a superior performer.

For example, in these economically challenging times, the survey found that only one-third of producers are very satisfied with their carriers' financial strength.

Only one-quarter of producers are very satisfied with their carriers' products and coverage, along with about one-fifth on claims handling and brand/reputation. Only one-fifth are very satisfied with their overall relationship with carriers.

Only 16.3 percent said they are very satisfied with the prices they are getting for policies–which, in a relatively soft market like this, might explain why less than 10 percent are very satisfied with the commission-based compensation they're earning on policy sales.

Special Reports /

Producers Seek More Input, Tech Support, Better Compensation In Satisfaction Survey

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