Electronic Workflow Is One Key To Smart Agency Info Management
Going paper-less and moving to electronic filing are hot trends for agents and brokers today, so its important for agency managers as well as operations staff to consider what electronic information workflows and options are out there so that they adopt the solutions that best meet their needs.
Here is a six-step road map for agents and brokers:
First, determine a vision and a plan as to how to structure the agencys services and resulting workflows in an electronic world where a whole host of different types of communications are hitting the agency continuouslyvoice, paper, e-mail. After a game plan has solidified, assess how to use technology as a vehicle to help accomplish this plan and then seek out the appropriate technologyrather than purchasing the technology first and then fashioning the strategy based upon what this technology offers. Many agencies purchase the technology first and then realize that it does not fully meet their needs.
Second, develop workflows for these electronic transactions so that the transaction is done in the same way across all desktops. These workflows also need to assure that the central role of the agency management system is preserved to determine where the information is stored. Furthermore, staff task forces should be used to develop these workflowsso that staff buy-in is achieved. The workflows should establish which kinds of e-mails are retained and locked down in the agency management system. Dont forget that Outlook shouldnt be used for the permanent storage of these e-mails.
Third, beware of the danger of purchasing a technology solution that does not fully meet your needs. There are many technology options offered today, and some solutions are mislabeled. For example, document imaging solutions often are labeled as document management systems. They are not the same thing. Document imaging permits the transfer and filing of paper in an electronic format. Full document-management systems permit the storing of all non-agency management system information, regardless of the media, in one place usually by client, line of business and type of transaction. They are especially suitable for more complicated lines of business, such as mid-to-large commercial property-casualty and benefits.
Fourth, use the agency management system and other technologies already in place. Youve already paid for this functionality; use it to the fullest. The good news is that agents and brokers often can achieve a significant payback in terms of agency efficiency, staff morale and customer service without spending a lot of additional money. In fact, implementing the full features of the agency management system, establishing database standards and auditing them, using task forces to achieve staff buy-in to change, moving beyond agency procedures to develop workflows so that transactions are done consistently by all staff, and eliminating agency backlog are the bread-and-butter of efficient management.
Fifth, benefit from creating a checklist of pointers and "pros and cons" for each option as you develop your overall strategy of managing all of the different formats of information reaching your agency today. Consider issues such as implementing agency management system electronic attachment features for e-mails, e-faxes, word documents and spreadsheets; how transactional filing will continue to be used in an electronic world; document imaging approaches; establishing third- party software guidelines so that all the agency staff retain electronic information consistently in the same place; and the feasibility of relying on electronic documents stored at the various carriers because of the current limitations on long-term access to this information if the agents relationship with the company changes. Carriers need to address this last point if electronic policy view is to reach its full potential for agents.
Finally, evaluate the attributes of the more elaborate document management systems and how they fit for your agency, along with the prime issues to address with the various vendors offering them. Even with these systems, it is essential that all transactions continue to be logged into the agency management system activity log. Why? Because this activity log will allow the user to know that the information is in the document management system and where to find it. Much forethought needs to be given to folder structure coding and descriptions. This information then must be thoroughly communicated to the agency staff and audited, so that retrieval problems relating to the electronic information are avoided.
Where can agents and brokers go for further help? IIABAs Agents Council for Technology (ACT) and Council for Best Practices have teamed up with Laura Nettles, the noted agency workflow expert, to produce the Best Practices Guide to Agency Electronic Information Management. For more information, visit www.independentagent.com.
At the end of the day, adopting a system where information is maintained and managed electronically isnt a one-time project, but a process, where incremental improvements can be mademany using the agencys current software–delivering a continuing payback to the agency or brokerage as the electronic options available to our distribution system continue to expand.
Jeff Yates is Executive Director of the Agents Council for Technology, which is affiliated with the Independent Insurance Agents & Brokers of America. Mr. Yates can be reached at jeff.yates@iiaba.net.
Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, November 7, 2003. Copyright 2003 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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