The AMS Users Group announced a makeover at its annual meeting,changing its name to NetVU to reflect the identity change of itssoftware development partner, Vertafore.

The AMS Users' Group is a not-for-profit trade organization ofindependent insurance agencies that use Vertafore managementsystems to automate their operations.

NetVU–which stands for Network of Vertafore Users–also changedits Web site to www.netvu.org.

“Our new identity is more than just a new logo,” according tothe association's current president, James T. Armigate, who is alsovice president of Arroyo Insurance Services in Arcadia, Calif. “Itis a clear reflection of our role as an industry leader and as anorganization dedicated to world-class education, advocacy andnetworking.”

“NetVU's new name echoes our core values and our view of thefuture,” added Brady Polansky, chief executive officer of NetVU.“The thought bubbles in the logo indicate the exchange ofinformation–with Vertafore, with the industry and with eachother–that is crucial to our membership. And the tagline describesour ultimate purpose: to help agents succeed.”

Bothell, Wash.-based Vertafore–which is the software developerof specialized software solutions for the insurance industry thatincludes AMS360, AfW, Sagitta and BenefitPoint–last year said itwas beginning the process of integrating its products under onebrand reflecting a single company identity.

NetVU was founded in 1978 to support those agencies utilizingARCom technology. It later became AMS Users Group. The associationboasts 15,000 independent insurance agency members.

SUCCESS STRATEGIES

Meanwhile, agencies attending the conference were warned that tobe successful, they need to go beyond insurance selling byincluding value-added services and getting involved in theircommunities.

One session–”Tips for Customer and Prospect Branding”–found twoconsultants from Aartrijk, a consulting group based in Springfield,Va. (http://aartrijk.com/),discussing how agents can win new customers despite the challengesthey face in this tough economy and soft market.

In the past, agents relied on their community connections todevelop and maintain a customer base, according to Laurie Donohue,executive director of I-Marketing Management with Aartrijk. But theadvent of electronic media and competition from direct writers hasundermined those personal relationships, making it more difficultfor producers to generate new business, she added.

What this has created, explained Peter Van Aartrijk, chiefexecutive officer and managing director of the firm, is a lesspersonalized atmosphere, commoditizing products where the value isplaced on price and not the consumer and agent relationship.

The object for agents, he said, is to go beyond “a customer listto raving fans for your firm.”

What this requires, they both explained, is for agents to do thethings that will make them both unique and valuable in the eyes oftheir customers and create a bond the consumer wants to keep.

The two laid out several strategies agencies can employ toachieve this goal and build a brand that accomplishes twogoals:

o Improve an agency's appeal among its current and potentialcustomers.

o Make the insurance agency business more appealing to a youngergeneration who may join the organization and perpetuate theagency.

One strategy is to raise the profile of the agency by becominguniquely involved in the community. This could mean becoming thesole sponsor of a community program or raising money for charity.In any case, the agency must market their involvement to make thecommunity aware of what the firm is doing.

This will not only appeal to potential customers, they noted,but also young people who are looking for careers that offerrewards besides making a profit.

Value-added services are an important component to creating adeeper and richer customer relationship, Ms. Donohue noted.

This, she said, means doing more than just selling a policy. Itcan involve assessing risks, arranging security services,connecting with customers through online chat programs, or offeringone-stop shopping for all of your client's financial servicesneeds.

Mr. Van Aartrijk said that while agents may believe theirinvestments should be in the commercial lines area, there is a vastmarket for personal lines they can conquer.

With advances in technology, agents can turn around policies forclients just as quickly as their competitors and offer a choice ofcarriers direct writers cannot, he explained.

“The game has changed, and I encourage you to go after it,”remarked Mr. Van Aartrijk.

While traditional advertising methods have their place, theconsultants noted, new electronic media–such as Web sites, e-mailsand social networking–are becoming important tools agents cannotignore.

Utilizing technology can also be appealing to a youngergeneration of producers who can be more attracted to a businessthey see as current, the pair advised.

On another aspect of what makes an agency successful, a thirdconsultant explored what it takes to change an agency's culture andmake it a happier and more productive workplace.

The session, titled “Why are my people so fat, broke and busy?”was conducted by Jeff Gaines, an “emotional intelligence” speakerand consultant.

Generally, Mr. Gaines observed, the overall picture of theUnited States populace is not a happy one, as people areincreasingly overweight and fail to plan for their future, insteadseeking short-term gratification.

What this means for an agency, he explained, is that whenemployees are unhappy, the result is a less productive workplace.Changing that culture, and improving the health and well-being ofall the agency's members, means an improved working environment, headded.

He said a poor work environment is unsustainable, adding thatthe heads of agencies have the power to drive the necessary changesand make the agency a vehicle that can benefit all.

“We can get better,” he said, adding that the agency can be“more than just a place to go to work.”

Among some of his suggestions to accomplish these goals, he saidan agency can aim to educate employees on improving their health,changing their lifestyle and improving their financial picture.

He also suggested that showing gratitude for the work employeesdo is an excellent way of promoting positive feelings in theworkplace. “Make the future more important than the currentdisagreeableness,” he said.