Customers expect immediate action. The agent distribution channel is responding with 24/7 service, achieved through a combination of expanded relationships, agency tools and social networking.

Customer demand drives the activity and agencies are working hard to improve the agent-customer relationship. But what about the agent-carrier relationship?

According to the recently released results of this year's Real Time/Download Campaign Agency & Brokerage Technology Survey, agents need more carriers to provide real-time capabilities.

The survey shows that during the past 2 years there has been substantial growth in the number of agencies using real-time rating tools. These tools allow agents to pull rates from multiple carriers without having to visit each carrier's website.

Once the agent has made a connection with the client and started a relationship, the synchronization of the carrier's data with the agency's system allows the agency to provide ongoing quality service. In personal lines, this download workflow is almost universal and happens nightly. In addition to rating and download, there is additional functionality in agency systems that assists with processing endorsements and communicating information about the policy, including payments and claims handling.

All of this translates to reduced errors, improved agency efficiency and time savings. In turn, the agent gives more personal attention to the customer: to explain the benefits of coverages, deductibles and limits; present more options; or just offer good advice.

Because real-time rating and download are powered by ACORD standards, the survey validates the hard work that volunteer members and industry partners performed on development and maintenance of the ACORD forms and data standards. But development is only the first part of the equation; this work becomes truly valuable when there is widespread implementation and commitment by the industry to improve workflows and streamline processes.

The survey indicated that the No. 1 priority among respondents is a desire for the industry to focus on “additional carriers with real-time capabilities.” ACORD forms and standards are in place for all the core lines of business, which should mean that carriers could offer more consistent ways of interacting with their agents.

At ACORD, we will continue to develop relationships with carriers to learn how we can respond to this priority by assisting with ACORD standards implementation. I'm confident that when we work together, we can create a win-win-win for everyone.

Special Reports /

Time for Real Time

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