Tech Panel: What’s Ahead

In an industry where digital interaction between carriers, agents and clients is constantly changing, how does your agency work to stay ahead of the technology curve?

At September’s Big “I” Leadership Conference in Grand Rapids, Michigan, Ron Berg, executive director of the Big “I” Agents Council for Technology, hosted a panel of four tech experts who discussed the trends affecting the independent insurance industry and day-to-day agency life. The panel featured Derek Hyde, vice president of product strategy at the Consumer Agent Portal (CAP); Sabrena Sally, senior vice president at Swiss Re Corporate Solutions; Riley Simmons, product manager at EZLynx; and Tim Zeilman, vice president and counsel at Hartford Steam Boiler.

For many agencies, the most important tech lies close to home: the agency website. When navigating yours, put yourself in the consumer’s shoes: What do you want to see when you’re seeking a product or service online?

The panelists suggested eliminating stock photos, opting instead to showcase the “real” agency by using photos of your staff and reflecting the customization you’re able to provide.

More important, the processes for your customers to get a quote, contact you and look up a policy should be straightforward and simple—and doable no matter what size screen they’re using. For many agencies, a mobile-optimized version of the website isn’t a top priority, but implementing a responsive design—meaning your website adjusts its format depending on whether the viewer is using a mobile device, tablet or desktop—is a benefit to user experience that can’t be ignored. Some agencies are even considering developing mobile apps or devoted text messaging numbers to further enhance digital customer service offerings.

But agencies that use mobile devices instead of secure office networks for other business initiatives might face a number of potential E&O exposures. Cloud-based technology and the unsecure nature of personal data storage for both clients and agencies only expands that risk.

Step one: Any transaction on a mobile device must be put back into the agency’s standard workflow. If you’re worried, panelists advised isolating your office wireless connection from the rest of your networks and using top-level encryption as well as extra-strong passwords. The security of clients’ personal information and your agency files might not be replaceable if stolen either digitally or physically. Make sure you take the preventative measures necessary to protect them.

As for the future, the panelists agreed about a few tech trends that need watching:

• Instant communication with a quicker turnaround, faster response and more real-time support
• Platforms with full capability and mobility
• Online systems for agents to interact with carriers in real time
• Adaption to cultural and generational differences—it’s all about improving customer experience and delivering on expectations

Morgan Smith is IA assistant editor.