A new survey of independent insurance agents by Channel Harvest places quality claims service as the most important factor (see here):
The survey — "How Independent Agents View Carriers: The Super-Regionals" — polled nearly 1,100 agents in all 50 states, and asked 100 questions about various aspects of their relationships with the carriers they represent, and ranked those responses in 24 categories.
Claims services topped the list of qualities agents look for, just as it did in last year's survey — underscoring the importance agents place in carriers that resolve claims efficiently. Nearly two out of three agents called claims service a critical factor they look for in carriers.
This is not entirely consistent with our own observations about how agents place business. We have found that agents and brokers expect certain basic standards be met, such as response time, expertise and compensation, in order for a carrier to be in the mix. Then coverage and price dominate the actual placement decision. Claims service would seem to be one of these basic standards that agents expect to be handled with a high level of quality. A problem in our business is that insurers do not consistently provide quality service in these basic areas.
An example recently occurred with one of our specialty accounts. Without going into all the details, the insured had a claim and was also up for renewal. The insured's initial conversation with the claim adjuster had not gone well, and we had to work through the problem with senior executives of the insurer for resolution. Agents and brokers expect quality service on claims, but know they sometimes have to address disruptions.
Interestingly, a prior survey by Greenwich Associates (see our prior post here) conducted late last year concluded that clients were de-emphasizing broker service and focusing more on value. This is not necessarily inconsistent with the more recent survey, but it is a bit of a disconnect.
One interesting point is where agents prefer to place their coverage, and why. In a prior post (see here), we commented on a survey of agents that concluded that regional insurers were easier to do business with. The more recent survey was consistent:
The survey also found that agents tend to favor super-regionals over larger and smaller carriers in nearly every measured attribute, including pricing, customer and agent service, compensation and even marketing support. This appears to reflect a preference for companies that are big enough to meet their needs for coverage, technology and so forth, while not being perceived as uncaring or bureaucratic as some national carriers. This preference is reflected in their placement: Agents on average place more of their business with super-regionals than with either nationals or small carriers.
Marita Zuraitis, President of The Hanover Insurance Group’s Property and Casualty companies commented on value and agency-carrier partnerships (see here):
Growth-oriented independent agents must do what they do best – deliver value. A clear majority of customers place a premium on value-added services. In one recent survey, for instance, nearly three-quarters of customers indicated that they appreciate value added services, with the most important drivers of customer satisfaction being responsiveness, relationship, and coverage advice. But, even the best agents can’t go it alone. They need companies they can count on — companies that are built to last, committed to their markets, offer high-quality products and underwriting capabilities, and are easy to do business with. In addition, independent agents need to look to companies that are 100 percent invested in them and, as a result, are making investments to help grow and develop the independent agency channel.
While we are on the subject of surveys, we also referenced a survey by CR Ekern on why agents market accounts (see our prior post here), which concluded agents market accounts for the wrong reason - competition.
Channel conflict does not typically get much coverage, but this issue could become more of an issue as some of the large mult-line insurers try different marketing strategies.
Several large carriers with strong brands have angered agents with indiscriminate agency appointments and direct sales. These agents generally praise the strengths of these carriers, but adamantly oppose the carriers' competing with them or undercutting their sales efforts.
This survey was conducted by Channel Harvest — a partnership between Aartrijk and Campbell Communications — and sponsored by Insurance Journal.
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