In the insurance technology world, there has also long been a traditional white-hat/black-hat relationship between agents and carriers when it comes to the nagging issue of single-entry multiple-company interface (SEMCI)—or “real-time” transacting, as we know it today. Technology to allow independent agents (our heroes) to transact with multiple carriers from a single entry has existed for some time. But the carriers (our villains) have insisted instead on proprietary systems that require re-keying of data by agents for submission to multiple insurers.
Who Are the Real Bad Guys?
Gradually, however, a number of those insurers have begun trading in their black hats for white headgear. Realizing that meeting agents’ technology needs is the wisest of moves, these carriers have committed to newer technologies that allow agents to submit multiple quote requests from a single entry of customer information. It sounds like the beginning of a happy ending for all—but just when you thought it was safe to go back in the water, another problem has put the bite on the drive for real-time. That problem can be summed up in two words: apathetic agents.
During the 2006 ASCnet agency technology conference, I spoke with a carrier executive whose company has worked hard and spent good money to give agents real-time capability. This executive was frustrated, however, at agents’ seeming unwillingness to pick up the technology ball and run with it to achieve that capability.
“I have a group of agents I call my ‘precious metals,’” he explained. When it comes to technology, he said, “they have silver in their hair, gold in their pockets and lead in their [butts].” He went on to say that these agents seemed content to sit back and enjoy the fruits of their success and were less than eager to do the work of learning and adopting new interface technology. “We’re offering a lot” in terms of real-time technology, the executive added, “but unless they start using it, we’re not going to offer any more.”
The Vocal Few
Another carrier executive at the same conference pointed to “a vocal few agents who are looking for an ideal world” in which they could take advantage of newer carrier technology by routing all transactions through their agency management systems. The problem, according to this executive, is that the number of such agents remains small.
For years, independent agents have been complaining about multiple-entry of prospect data, but what are we to think when—at least according to some carriers—many agents refuse to adopt the technology that would enable single-entry? Most of the agents I talk to are in the “vocal few” who support technology advance, but what of the great majority who never attend a technology conference? Are such agents lazy, or afraid of something new, or is the problem that they just don’t care?
Get the Lead Out
I’m inclined to agree with another ASCnet attendee who opined, “They just don’t know what they don’t know.” Whatever their reasons might be, however, one thing is clear: a sizeable number of agents today seem unwilling to do their part to help progress-minded carriers deliver more effective and efficient transaction interfaces.
It’s time for agents on the technology cutting edge to get the posse out and spread the word on real-time technology’s benefits. Unless the agency management users’ groups can mobilize a massive educational campaign to promote the benefits of real-time, it seems that insurance transactions will remain largely mired in a world where the guys with the black hats, scruffy faces and bad dentures are the winners.
Comments (2)
I don't think the agents are lazy, it is just that sometimes the learning curve is steep and constant. We finally master one protocol and it is outdated. Many of the new semci interfaces do just a few things for one company, nothing on another company, and different things for a third company. You can enter the whole thing and then find out, it is not acceptable. When more companies get on the band wagon, more agents will learn the systems.
We have all gone from in house rating programs to almost exclusively Web-based in just 1 year. (Agents had to learn all the different companies Web sites.) (now that is done and something new comes along.) I must admit I love Web-based rating -- never have to worry if your software is up to date -- the company does it for you.
Then you still have the problems of the few agents who still are scared of using the computer to do anything. They put all the work back on the CSR's desk.
Agents will come along - it just takes time to learn new ways and like VISTA - some are waiting to hear how it works before doing the change.
Posted by Doug Thurston | March 8, 2007 5:31 PM
Posted on March 8, 2007 17:31
I'm an Agent and I am not lazy in general, but I might be considered by some (my brother) to be a slacker. Of course our situations are entirely different. I have 3 children and they just had their 1st. My wife works full-time nights, his wife works part-time. I have a house payment, they're living in a relatives house for free. I'm exhausted some days by the time I get to work and he doesn't know what exhausted is.
Every Agent is different, works different hours, in different places, have differing levels of experience, and most importantly we all have different love lives.
These are excuses for agent laziness but I don't think most agents are lazy at all.
Posted by Justin Eller | May 7, 2007 3:08 PM
Posted on May 7, 2007 15:08