Liberty new one-point distribution targets agent ease of use

Our new go-to market strategy reflects our commitment to helping agents and brokers grow and retain their national and mid-sized commercial insurance books of business by providing each with a single point of contact for accessing all of Liberty Mutual Commercial Markets' property, casualty and specialty lines of insurance, as well as claims and loss control services.

In the past, some producers may have had to deal with a number of contacts at Liberty Mutual Commercial Markets. Now, a single territory manager provides full access to all of Liberty Mutual Commercial Markets' products and services, working closely with national account executives, service management, underwriters and other subject matter experts or specialties.

Our agents and brokers will continue to benefit from their current working relationships/day to day contacts within Liberty Mutual Commercial Markets in our National Account and industry segments.

See "Liberty launches new distribution and service organization."

AA&B: How is the new system an improvement over the way things were done in the past?

Butler: In the past, a Liberty agent operating within the Commercial Markets unit could deal with four or five operations such as middle market, national, property or specialty. The agent could have representatives from each one of these calling on him. Now, with the single point of entry system, one person is the gatekeeper into the entire group. But only if the agent or broker wants a single contact. If an intermediary wants to continue to work with his or her established Liberty Mutual Commercial Markets, contacts, he or she is free to do so.

AA&B: Who are the new team leaders?

Butler: The executive vice presidents leading the major accounts and geographic divisions are:

o Douglas M. Nelson, general manager, major accounts
o Susan M. Doyle, division general manager, Southwest
o David R. Dwortz, division general manager, Northeast
o David E. Eaglen, division general manager, Mid-Atlantic
o Deborah L. Michel, division general manager, Midwest
o George D. Townsend, division general manager, Southeast
o Peter L. Wise, division general manager, West
o Mark J. Moitoso, general manager, distribution and service management

AA&B: Does the new system compromise the relationships Liberty agents may already have within the company?

Butler: We are not disrupting our day-to-day contacts; agents' relationships with experts within Liberty will remain intact. We believe in segmentation between mid market and national accounts and those experts will remain in place for underwriting, claims handling, etc.; only the single point of entry is new. We believe this will allow us to be more responsive to the marketplace. We've made a very conscious effort to set guidelines and protocol based on feedback about what responsiveness means to our agents, and we are sensitive about owning that space.

AA&B: How many Liberty independent agents will this change impact?

Butler: The reorganization affects all of the agents and brokers appointed by Liberty Mutual's Commercial Markets strategic business unit, from large, national brokers to independent agents serving the middle market, property and specialty lines. It will eventually impact all of the agents and brokers we do business with, for a total of more than 100,000 agents and around 2,500 total appointed agents and brokers .

This reorganization was 100 percent driven by our embracement of the agent/broker community. If you go back a year and a half ago when we eliminated direct distribution, we identified areas – based on agent feedback – that would make us easier for them to do business with. We are starting from a position of strength; we have been very successful in the commercial market and we're making it easier to do business with us to meet the needs of our distribution partners.

The change will not impact agents appointed by other Liberty Mutual strategic business units, such as Liberty Mutual Agency Markets.

AA&B: What is the primary benefit for the agent? For the customer?

Butler: It's all about ease of access. We wanted to simplify and make it easy for agents and brokers to do business with us. One-stop shopping is the approach we're taking; representatives that are responsible for partnering with our agent and broker locations have access not only to commercial market but can facilitate and coordinate to other business units as well.

The reorganization makes it easier for agents by giving them a single point of entry to Liberty Mutual's Commercial Markets' products and services for national accounts and mid-sized businesses This change will establish an even stronger, more profitable relationship with agents and brokers to help them grow and retain their books of business.

Customers will benefit from their trusted insurance intermediaries having easier access to the superior coverages and consistency in services provided by Liberty Mutual Commercial Markets.

AA&B: What is the initial reaction of agents using the new system?

Butler: The initial reaction of agents has been overwhelmingly positive. Senior executives from Liberty Mutual's Commercial Markets unit called producers, principals and executives to discuss the reorganization and found complete support for the move that helps them better grow and retain their book of business.

In January 2009, Liberty Mutual's Commercial Markets business unit started distributing commercial insurance products to the middle market exclusively though agents and brokers. Those producers applauded this change and told us of the need for a single point of contact. The reorganization delivers this single point of contact.