Remember The User Groups?
A columnist at a computer magazine wrote a story earlier this year asking if readers remembered the "vanishing user group."
He blissfully recalled the days when PCs were hot new items, springing up everywhere across the country. User groups were formed and led by those who were fascinated by computers. The users were those who could understand the potential but needed help understanding the technology.
Today, most user groups for "general" computer users are gone. Huge groups that held regular meetings for thousands of ordinary people, such as the Houston Area League (HAL), have virtually disappeared. Likewise, the once massive Boston Computer Society simply closed up shop and went away.
But the story is different for independent insurance agents. A brighter picture shines. Agency management system user groups are strong and vibrant, because when it comes to technology, independent agents share much in common. They need to keep up with the latest version enhancements and discover and share those little tricks that make life in the hectic world of an agency simpler and more productive.
As with any software residing on a computer, users often dont leverage the full power of an agency management system. For example, users can discover shortcut keystrokes that can save a CSR seconds, which turn into minutes and hours over the course of a week.
Successful technology vendors provide software that is carefully designed to meet the exact needs of agencies. Product development committees from the user groups help their vendors provide new enhancements and prioritize their delivery.
Vendors need and appreciate these groups, because the groups help them get beyond merely developing new technology to delivering new solutions that continuously add valuetrue valueto the products they offer agencies. With engaged, interested agentsyes, including some of those holdover computer geeksuser groups have actually contributed to the reason vendors have grown so large in the insurance business.
As a matter of fact, the sheer growth and maturity of user groups of agency management systems suggests that agents care deeply about "ease-of-doing-business" issues, which affect their daily choices of where and how to place business.
Indeed, in many ways, user groups represent the "new associations" of agents and brokers. These associations of users offer more than simply networking opportunities; they have the ability to shape strategic decisions by their business partners, including the insurance carriers.
For an agency management system user group to be vital and effective in todays world, it must go beyond providing input on product development to address the needs of its users in many ways. These include services such as:
Creating user idea exchanges such as online chat rooms, newsgroups and local chapter networking;
Education to better understand how computers, technology and workflow can work together to run a more profitable agency;
Regional and national conferences to bring people with common issues together;
Advocacy in the insurance industry at large to drive changes to make the independent agency system more competitive; and
Healthy dialogue with the technology vendor over system enhancements and support that user group members require.
While "remember the user groups" is a wistful thought for some, its not that way for independent agencies. Theres a reason why there are tens of thousands of independent agents participating in half a dozen management system user groups.
Since these user groups are led and driven by the users themselves, they have a keen understanding of the real issues facing agencies and their use of technology. Its not just about the technologybut what the technology does and how its used in the agency.
To paraphrase an oft-quoted political message: "Its about the business of being an independent insurance agent, stupid!"
This transforms the question into a battle cry: "Remember the User Groups!"
Bill Jenkins (billj@ascnet.org) is executive director of Altamonte Springs, Fla.-based Applied Systems Client Network (ASCnet).
Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, October 21, 2002. Copyright 2002 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.
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