Those who steer claimants to specific auto shops can land themselves and their companies in a heap of trouble. Not only is the practice unethical, it's against the law in most states. But recent news reports and rampant allegations from auto repair associations that accuse insurers of forcing first-notice-of-loss adjusters of indirect steering methods have led one organization to take a unique approach to combat the what they view is a major issue.
The Independent Glass Association (IGA) recently published a comic book called Don't Get Steered!!, which it calls "the opening salvo in a very aggressive anti-steering program." It features a character clad in typical superhero attire consisting of a green leotard emblazoned with IGA on its chest, utility belt, yellow cape, and a mask. Inside the comic, an auto-glass claim is recreated to provide an example of how insurers can use persuasive language to steer insureds to direct-repair facilities instead of independent repair shops.
IGA said that the first two issues of the comic explain a unique steering technique used by competitor administrators. The initial idea for the anti-steering comic book was suggested by consumer advocate Ralph Nader in 2007.
As should be expected, the comic stays true to the good-versus-evil scenarios often exhibited in this medium, but in the process of doing so, comes across as less than objective. For instance, in the comic's narrative, the insurer's third-party administrator is referred to as "Cut Corners Glass Shop" while the independent shop is named "Good Guys Glass Shop." While this might be effective in explaining how steering occurs, it hardly fosters constructive conversation between the two entities. But according to one independent glass shop, that's exactly the point.
"I presented the comic to one customer who was amazed that it described what he had just gone through while filing his glass claim," said Cheryl Walker of SD's Auto Glass in Mt. Carmel, Ill. "It is going to be a huge educational tool."
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