e-Insight March 2018 by Big I Illinois

Independent, Authorized General Agent for

An Independent Licensee of the Blue Cross and Blue Shield Assciation

Looking for more info? Call us at (800) 982-EBRM (3276), Click ebrm.com or Come In to our Oak Brook offices.

THERES’S NO LONGER A REASON TO GO IT ALONE.

Be the Health Insurance Expert Your Clients Expect! THE LARGEST GA FOR BLUE CROSS® AND BLUE SHIELD® OF ILLINOIS

Editor & Advertising - Deann French | Graphic Design - Rachel Romines

the journal of trusted choice independent insurance agents of illinois

March 2018

CONTENTS 12

2018 Insurance Industry Legislative Day Debunking Ineffective Comparisons By Trevor Shylock

22 9 Trusted Choice

Stand Out From the Crowd - Strategic Changes for Closing More Sales By John Graham Collaborate Across Functions to Acquire with Retention in Mind By Sandeep Kharidh

17 e-Insight In This Issue

7 30 31 34

10 11 28 29 32 33

Associate News IIA of Illinois News Classifieds

INSIGHT

Industry #Back for More - IIA of IL Roadshows Education Staff Profile People in the News Industry News

Insight is the official publication of the Independent Insurance Agents of Illinois (IIA of Illinois). The magazine is published monthly for the members of the IIA of Illinois, with the office located at 4360 Wabash Avenue, Springfield, Illinois 62711-7009; Consumer Website: www.ChooseIndependent.com. The IIA of Illinois welcomes letters discussing concerns of the insurance industry, articles, editorials, other matters of interest to the membership. The editor reserves the right to edit and select submissions for publication. Address submissions for Contact EBRM Today at review to dfrench@iiaofil.org.

(800) 982-EBRM info@iiaofil.org (3276) or online at www.ebrm.com

2018 EDGE Conference

Regular Features President’s Message

2009 • 2010 • 2011 • 2012 2013 • 2014 • 2015 • 2016 • 2017

| www.iiaofil.org | (800) 628-6436 or (217) 793-6660 | Fax: (217) 793-6744

The Independent Insurance Agents of Illinois (IIA of IL) has been providing members with a sustainable competitive advantage since 1899.

ADVERTISERS

Board of Directors Executive Committee

Chairman of the Board | Rick Sutton (309) 692-8544 | ricks@was-irp.com

ABRC

President | Ryan Hite (309) 688-7316 | ryan.hite@eaglerockins.com

AMERISAFE

President-Elect | Patrick Muldowney (312) 595-7192 | patrick.muldowney@alliant.com

APPLIED UNDERWRITERS

Vice President | Bill Wirth (618) 939-6368 | billw@wirthagency.com

BERKSHIRE HATHAWAY GUARD INS. GROUP

Secretary/Treasurer | Bennie Jones (312) 960-6200 | bjones@rmsoa.com

BIG “I” RETIREMENT SERVICES

IIABA State National Director Gregory A. Sandrock, CIC, AFIS (815) 438-3923 | sanins@essex1.com

EBRM

IPMG

Regional Directors

IPRF

Region 1 | Lisa Lukens (618) 942-2556 | salibainsurance@gmail.com

JM WILSON

Region 2 | Joeseph Heneghan (618) 639-2244 | joe.heneghan@hwcrins.com

PREFERRED PROPERTY

Region 3 | Jay Peterson, AFIS, LUTCF (217) 935-6605 | jay@peterson.insurance

SECURA

Region 4 | Michael Gonet (815) 339-2411 | mike_gonet@hotmail.com

THE IMT GROUP

Region 5 | Patrick Taphorn, CIC, CSRM (309) 347-2177 | ptaphorn@unland.com

TRANSCOM GENERAL

WEST BEND MUTUAL

IIA of Illinois Staff Education Director, CRM Manager Shannon Churchill - (217) 321-3004 - schurchill@iiaofil.org Vice President of Communications Deann French - (217) 321-3022 - dfrench@iiaofil.org Products & Services Administrator Melissa Hilgendorf, CIC, CISR - (217) 321-3012 - mhilgendorf.indep12@insuremail.net Education Coordinator & Tradeshow Admin Tami Hubbell - (217) 321-3016 - thubbell@iiaofil.org Director of Human Resources/Board Admin Jennifer Jacobs - (217) 321-3013 - jjacobs@iiaofil.org Sr. Vice President/Chief Financial Officer Mark Kuchar - (217) 321-3015 - mkuchar@iiaofil.org Chief Executive Officer Phil Lackman - (217) 321-3005 - plackman@iiaofil.org

Central/Southern Marketing Representative Lori Mahorney - (217) 415-7550 - lmahorney@iiaofil.org Vice President, Agents Insurance Services Brian McSherry, CIC - (217) 321-3018 - bmcsherry@iiaofil.org Digital Communications/Web Administrator Rachel Romines - (217) 321-3024 - rromines@iiaofil.org Director of Membership Services Tom Ross, CRIS, CPIA - (217) 321-3003 - tross@iiaofil.org Accounting Services Administrator Debbie Trudeau - (217) 321-3006 - dtrudeau@iiaofil.org Products & Services Administrator Janet White, CISR - (217) 321-3010 - jwhite.indep12@insuremail.net Sr. Products & Services Administrator Carol Wilson, CPIA - (217) 321-3011 - cwilson.indep12@insuremail.net

Find us on Social Media

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We know what it took to build this unique business.

And we know what it takes to protect it. Underwriters who know and understand what coverages are necessary for each unique business. Loss prevention professionals who use a hands-on approach to help develop programs tailored to each specialty business. Claim reps with the expertise and technology to process claims quickly and efficiently. As an Official Supplier of the Silver LiningÂŽ, you and West Bend will find a specialized insurance plan for your valued customers. To find out more, talk to your West Bend underwriter.

PRESIDENT'S MESSAGE

Ryan Hite - IIA of Illinois President - (309) 688-7316 - ryan.hite@eaglerockins.com

The Pace of Change 2018 is off to a fast start! Can you believe the first quarter is pretty much over? The lightning-fast news cycles certainly don’t help. And in our industry, we have mergers, acquisitions, start-up agencies, and new technology all around us. It’s hard to keep up! It’s tough enough to work IN your business, day-in and day-out. And we all know we should work ON our business with some regularity or we will be on the road to obsolete before we know what hit us. I’ve subscribed to newsletters, blogs, magazines, etc… and aside from not having the time to read through all of them I’ve also found them not always applicable to me, my agency, or my community. What I HAVE found to be very valuable is my membership in the IIA and all the resources and publications our staff puts together. The e-Weekly, Education Monthly, and Insight summarize most of the big happenings in our industry and state and help all of us stay on top of our game.

The other BIG EVENT that’s happening this year is the IIA Roadshow! These meetings will be a perfect opportunity to meet and talk to the IIA staff, get updated on Dept. of Insurance regulation changes, as well as network with other agents to find out what types of changes and technology they’re implementing. We have events scheduled in LaSalle, Rockford, Lake Bluff, West Chicago, Effingham, Marion, O’Fallon, Quincy, and Peoria. More info on these events can be found on page 11. My ask of you is you find an IIA event or two this year, and invite a non-member you may know from your community. Maybe they’re a new independent that came from a captive or been in the industry awhile and have never joined. We have a better value proposition than ever, and are constantly working on our mission of: Providing members with a sustainable competitive advantage, since 1899.

I also hope you have been to the newly re-designed website www.iiaofil.org. You will find it much easier to navigate and there’s much more info than ever. Including the ability to pay your dues and E&O online, new hire and sales training, and better access to all the Products and Services.

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insight

Premiums are

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Free to do what's right for you.SM

Trusted Choice.com - We Make Insurance Human By Ryan Hanley

Last month we released the most significant and substantial technology improvement to TrustedChoice.com Referral Platform in the history of the company. There are three key features: 1. Brand-new, modern website design and messaging 2. Improvements to conversion funnel 3. Dynamic testing and targeting system Check it out for yourself at www.trustedchoice.com. Here’s what this means for IIA of IL members. We are delivering more, targeted, high-quality traffic and referrals that agents WANT to write. This is not the TrustedChoice.com you remember. This is TrustedChoice.com version 3.0.

Here’s the rub. The lion’s share of referrals are sent to Advantage Subscribers. Not an Advantage Subscriber? Go to https:// solutions.trustedchoice.com or contact our sales team or call (855) 372-0075 right now. Start getting more new business today! Read the full announcement at https://tinyurl.com/ InsuretechLeader. P.S. If you’re not an Advantage Subscriber, you’re not capturing the full value of the new TrustedChoice.com. Go to https://solutions.trustedchoice.com to learn more about the Advantage Referral Program. Ryan Handley is the Chief Marketing Officer for Trusted Choice.com.

More of the business you want, delivered when you want, to the producer you want.

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INDUSTRY

Agents Council for Technology Releases Texting Resources Tools help agents comply with FCC requirements The Independent Insurance Agents & Brokers of America’s Agents Council for Technology (ACT), in conjunction with the Big “I” Office of the General Counsel, has released a sample text messaging opt-in form and sample terms and conditions to help agents meet the requirements of the federal Telephone Consumer Protection Act (TCPA). Text messaging gives independent agents a quick and simple way to communicate with clients, on an individual or aggregate basis, regarding policy reminders, new product offerings, and risk management tips. The Federal Communications Commission (FCC) has broadly interpreted the TCPA to regulate nearly all text messaging. The FCC’s interpretation of the TCPA appears to cover all commercial text messages even if they are sent to one person rather than multiple recipients. Additionally, unlike the rules for some other commercial communications, the FCC has ordered that an existing business relationship does not provide an exemption to the TCPA requirements of obtaining prior express written consent before sending commercial text messages. Therefore, agents should ask clients to opt in to text messaging and provide messaging terms and conditions, even if the agency communicates via text only with existing or prospective clients or when texts are initiated

BE WORRY FREE WITH IMT

by the client or prospective client. Agents also need to understand the capabilities of their agency management system for text messaging. “Consumers want to choose how they communicate with their independent agent, and for many consumers texting is at the top of the list,” says Ron Berg, ACT executive director. “We are giving agents the guidance and tools necessary to ensure they comply with the legal requirements for text messaging.” Agents need to log in to access the sample opt-in form and terms and conditions documents, which are a free Big ‘I’ member benefit. The Agents Council for Technology (ACT) was established in January 1999 by the Independent Insurance Agents and Brokers of America (IIABA or the Big “I”) to provide a candid, action-oriented forum to address the critical workflow and technology issues facing the independent agency system. ACT helps participants understand the perspectives of the other stakeholders in the process and provides excellent networking opportunities with the participants who are shaping the future for the industry on these issues.

We understand the importance of partnerships and take great pride in building strong, stable relationships with our agents and policyholders. Through experienced claims expertise and hightouch customer service, we are there when we are needed most. Learn how you can represent IMT Insurance & Wadena Insurance at imtins.com/contact_us.

imtins.com | west des moines, iowa 10

insight

march 2018

Join IIA of IL leadership and Staff members for this FREE program.

re o M kFor

ac B #

• Let us know your agency’s needs • Make sure you are getting the most out of your Association membership • Find out how changes to the Premium Fund Trust Account Regulation will ease agency compliance

Tuesday, March 13 Effingham – FireFly Grill, 1810 Ave. of Mid-America

• Network

Luncheon - Noon O’Fallon – Bella Milano, 455 Regency Park Cocktail Reception - 5:00

Tuesday, March 6 LaSalle – Uptown Grill, 601 1st Street

Luncheon - Noon

Wednesday, March 14 Marion – Bennie’s Italian Food, 309 N. Market St.

Thursday, March 15

Luncheon - Noon Quincy – Tony’s Too, 4821 Oak St. Rockford – Giovanni’s, 610 N Bell School Road (Inside Holiday Inn) Cocktail Reception - 5:00 Luncheon - Noon

Wednesday, March 7 Lake Bluff – United Services by Permaco Inc. Luncheon - Noon West Chicago – Prairie Landing Golf Club, 2325 Longest Dr. Cocktail Reception - 5:00

Thursday, March 22 Peoria – Dozer Park, 730 SW Jefferson Cocktail Reception - 5:00 (Plus, stay to watch NCAA games)

Complete your FREE registration at www.iiaofil.org. IIA of IL Members are Free. There is a $20 charge for non-members. march 2018

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Wednesday, April 11

Wyndham City Centre, Springfield Make a difference and have an impact on your business. Attend the 2018 Insurance Industry Legislative Day. Schedule 1:30 PM

Registration Opens

2:00 PM

Opening Session – Insurtech, Innovation and Regulation - How Insurance Regulation is Impacting Insurance Innovation

2:15 PM

The Hitchhiker’s Guide to #insurtech - Allan Egbert, insurtech entrepreneur and Co-Founder of Ask Kodiak

3:15 PM

Innovation & Insurance Regulation - Jennifer Hammer, Illinois Director of Insurance

3:45 PM Illinois Attorney General Candidate Presentations Erika Harold (R) – Invited Democratic Candidate – To be announced 4:30 PM Legislative Issues Updates Phil Lackman, CEO - Independent Insurance Agents of IL Kevin Martin - Executive Director Illinois Insurance Association 5 - 7:30 PM

Legislative Reception Legislators are invited to attend

Note: All events are held at the Wyndham City Centre in Springfield.

Thank You to These Event Sponsors: Platinum

Auto Data Direct Employers

Gold

AAA Chicago National Association of Mutual Insurance Companies (NAMIC) Pekin Insurance

Silver

Arlington Roe Auto-Owners Columbia Insurance Group Forreston Mutual

Registration Fees Early: $30 (before March 29th) Late: $40 (March 30th & later)

Hotel rooms are available at the Wyndham. Reservations made by March 20 will be guaranteed at the group rate of $117. Visit the website below to secure your room.

WWW.INSURANCELEGISLATIVEDAY.ORG

insight

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Guest Speakers Allan Egbert

Allan Egbert is an insurtech entrepreneur and Co-Founder of Ask Kodiak, a commercial lines search engine that helps brokers find commercial insurance. For the past 14 years, Egbert has travelled the insurtech superhighway as a consultant, engineer, and product guy. He has worked in key technical leadership roles and led the implementation of critical insurance technology projects across the insurance value chain. Prior to founding Kodiak, he served as the Chief Technology Officer for AgencyPort, a software provider to the P&C insurance industry.

Phil Lackman

Phil Lackman serves as the Chief Executive Officer of the Independent Insurance Agents of Illinois (IIA of IL). He also serves as lobbyist for the IIA of IL, the Illinois Association of Insurance and Financial Advisors (NAIFA IL), Illinois State Association of Health Underwriters (ISAHU) and the Illinois Association of Mutual Insurance Companies (IAMIC). In his role as CEO, he works with the Board of Directors to develop goals and initiatives in response to the developing needs of membership and guides the IIA of IL staff in implementation of those initiatives. In 2011, Lackman was named Speaker of the Illinois Third House, the professional organization for registered lobbyists in Illinois, and served a one-year term. Phil was inducted into the Samuel K. Gove Illinois Legislative Intern Hall of Fame in 2016, which honors former legislative interns whose careers have exemplified distinguished public service. Prior to joining the IIA of IL, Lackman held the position of Director of Legislative Affairs for the Illinois Life Insurance Council from 1991 until 1995. Prior to that, he was Secretary of State Jim Edgar’s Deputy Director of Legislative Affairs from 1985 to 1991. Lackman began his career in Springfield as a Legislative Analyst with the Senate Republican Leader James “Pate” Philip, staffing the Insurance Pensions and Licensed Activities Committee, where he advised members of the Republican Caucus and worked on members and candidate’s political campaigns.

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Jennifer Hammer

Governor Bruce Rauner appointed Jennifer Hammer as Acting Director of the Illinois Department of Insurance (DOI) effective January 17, 2017, and she was confirmed as Director on February 15, 2017. Hammer brings more than a decade of experience in healthcare law and policy to the DOI. Prior to her appointment, Hammer served as the Deputy Chief of Staff for Policy in the Office of the Governor where she worked closely with state agencies to develop and implement the Governor’s public policy agenda. Previously, she served as Special Counsel to the Governor and Policy Advisor for Healthcare and Human Services. In this role, she coordinated all healthcare-related agencies, including the DOI. Hammer oversaw the transition of Get Covered Illinois, Illinois’ Health Insurance Marketplace, from an independent commission to the DOI. Prior to joining state government, Hammer was Associate Vice President/Legal Counsel for Government Affairs for the Illinois Chamber of Commerce and a lawyer in private practice with a focus on insurance defense, healthcare, business and advising clients on legislation including the Affordable Care Act. Hammer has a Bachelor’s Degree in Justice Studies from Arizona State University and a J.D. from Southern Illinois University School of Law.

Kevin Martin

Kevin Martin has been the Executive Director of the Illinois Insurance Association for over 20 years. Prior to joining the Illinois Insurance Association, Martin worked with Illinois’ Governor Edgar as the Deputy Director of Legislative Affairs and was responsible for the overall administration of legislative activities for 60 code agencies under the Governor Edgar’s authority to the Illinois General Assembly. Martin also worked as House Liaison during Governor Thompson’s tenure managing legislative matters of interest to the Governor and the administration. Martin represented Governor Thompson in numerous negotiations regarding legislative matters and advised the Governor on legislation pertaining to energy and natural resources, education, banking, and transportation. Martin has also worked as Director of Legislative Affairs for the Illinois Department of Conservation and the Illinois Department of Rehabilitation Services.

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e INSIGHT -

INSIGH T

M AR CH 20 18

online journal at www.iiaofil.org/Resources/Insight

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FROM ND OU T THE C ROWD

Make Strate gic Ch a for SA nges L ES S EDGE UCCE SS Out Yo ur Com petitio n

P&C Insurance

Customer Satisfaction Driven by Good Communication, Not Speed J.D. Power Finds

In this monthâ&#x20AC;&#x2122;s e-Insight.

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STAND OUT

FROM THE CROWD Strategic Changes for Closing More Sales

By John Graham

For most of us, what we learn first sticks with us for a long time, often throughout our lives. Nursery rhymes, along with what we consider right and wrong. The acorn doesn’t fall far from the tree.

Unless salespeople consciously challenge their thinking, they hand sales to the competition. We all benefit by asking ourselves these questions: What am I missing? What don’t I know? Are my assumptions correct?

It happens to salespeople, too. Because our early training is indelible, it stays with us to guide us. But new demands and expectations call for strategic changes to keep up, stay relevant and close more sales. Here are five of them:

Change the Way You Prepare Presentations

Change Your Thinking About What You Know

Salespeople are known for being sure (sometimes overly sure) of themselves. Although it takes self-confidence to keep going, it also has a risky downside. It can lead to believing we know more than we do. And nothing kills sales faster than arrogance. A website designer’s creativity gave him an initial edge with a prospective client. In spite of his obvious talent, he lost the job. His presentation was his downfall. It was obvious he had not taken the time to understand the organization or its services. He was so focused on what he was selling, he didn’t have a clue as to what his prospect wanted to buy. In other words, he didn’t know what he didn’t know.

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Do you think you’re at a place where you can “wing it” or all you need to do to get ready for a presentation is to make a few notes, a quick outline, or go over it in your mind? If so, you’re deluding yourself and short changing your employer and your customers. You may be good, but you’re not that good. Like it or not, here’s the truth: If we don’t write it, we only think we know it. This is what happened to the arguably brilliant Hillbilly Elegy author J.D. Vance when he went for job interviews at a prestigious Washington, D.C. law firm while at Yale Law School. The last interviewer asked me a question I was unprepared to answer: Why did I want to work at a law firm? It was a softball, but I’d gotten so used to talking about my budding interest in antitrust litigation…that I was laughably unprepared. I should have said something about learning from the best or working on high-stakes litigation. I should have

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said anything other than what came out of my mouth: “I don’t really know, but the pay isn’t bad! Ha ha.” The interviewer looked at me like I had three eyes, and the conversation never recovered. It happens when to us all when we’re under pressure. We lose control and “default” to whatever comes to mind. Before we know it, we’re talking jibberish. And, like J. D. Vance we can believe why we did it. It happens when we don’t prepare; when we don’t write it down.

Change the Way You Present

While presentations may have several objectives, they all have one overriding goal: engaging the participants. Unless that happens, a presentation may be interesting and informative, but it’s not a home run. Something is missing. For a presentation to be a winner, it must be interactive - participatory. To invite the participants to interrupt you by raising their hand to ask a question and then to pick up the thread and continue takes confidence. But it also sends the message that the participants shape the presentation. This may sound dangerous but it’s well worth the risk.

Change Your Persuasion Strategy

There are still salespeople who say, “If I can just get in front of prospects, that’s all I need to close them.” If you want to give it a name, call it “the power of persuasion.” They build their case in a way that leads prospects to the logical conclusion that their only reasonable response is saying yes.

Such a sales strategy is still popular; however, more and more of today’s consumers and business buyers don’t buy it. They push back, feeling they’re being “set up,” “manipulated” or “pushed.” Today, push is out; pull is in. To influence buying behavior today takes a sales environment in which customers can decide if they want to do business with you. It’s one that gives them the opportunity to find out if they can trust you, if your messaging makes sense, and if you are reliable and responsive.

Change How You Relate to Customers

Even though companies continue preaching a customer loyalty message, they may be deceiving themselves. For example, Accenture’s research indicates that 99% of retailers claim their loyalty programs perform at or above expectations, even though 71% of shoppers argue that such program do not result in loyalty. The trend is toward “tentative” or quid pro quo loyalty. “As long as you give me what I want, I’ll be loyal. If that changes, so will I.” This is the message. “These days, more and more consumers see their relationships with companies as an open marriage,” say authors Itamar Simonson and Emmanuel Rosen in their book, Absolute Value. Clearly performance-based relationships are taking over. What counts today are consistently good customer experience, convenience, an easy payment process, new and innovative products, customer service (phone, inperson or online, according to a Blackhawk Network study. Even if they are an Amazon Prime customer paying $99 a year, customers don’t think twice about buying it for less elsewhere, particularly if there’s free delivery. Clearly, performance-based relationships trump everything, including loyalty. They say change is inevitable. If it’s true, then there’s no better place to start than with ourselves. John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. He is the creator of “Magnet Marketing,” and publishes a free monthly eBulletin, “No Nonsense Marketing & Sales Ideas.” Contact him at jgraham@grahamcomm.com or johnrgraham.com.

New demands and expectations call for strategic changes to keep up, stay relevant and close more sales. march 2018

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Choosing your 401(k) plan partner should feel like this.

When it comes to securing your future, there’s no room to miss the mark. The Big “I” MEP 401(k) Plan was designed with our Big “I” members’ needs in mind. By capitalizing on our collective size, the Big “I” assembled a line up of best-of-breed retirement providers usually only available to Fortune 500 companies.

With the Big “I” MEP 401(k) Plan, members experience all the beneﬁts of an unbundled plan without having the stress of managing the providers. Big “I” Retirement Services, in conjunction with our administrator, serves as a gatekeeper and provides members with one main point of contact for the operation of your plan. The MEP is a top-tier 401k plan with low cost mutual funds, competitive administrative costs, cutting edge educational tools and plan consulting. Learn how our plan compares; contact us for a complimentary consultation today. Participation in our plans is available exclusively to Big “I” members.

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©2016 Big “I” Retirement Services, LLC (“BIRS”), sponsor of the Big “I” MEP 401(k) Plan. Participating employers may retain limited fiduciary responsibility in connection with a decision to participate in the MEP and other matters. BIRS assumes fiduciary responsibility of sponsorship and administration unless otherwise delegated. Mesirow assumes certain fiduciary responsibilities as investment manager for investment selection and other similar functions.

Collaborate Across Functions to Acquire with Retention in Mind By Sandeep Kharidhi There are many factors that impact insurance carrier profitability to one degree or another. However, what most carriers have in common is that they are increasingly challenged to find and keep the right customers for their business - an endeavor supported by both the marketing and underwriting/product management functions. In todayâ&#x20AC;&#x2122;s highly competitive environment, the ability to target and attract prospects with the longest potential future relationship - or to acquire with retention in mind - is a critical undertaking if carriers are to remain profitable. To better understand the drivers behind acquiring with retention in mind, and the relationship between these two business functions in terms of delivering on this effort, 22

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LexisNexisÂŽ Risk Solutions conducted a study of the top 50 U.S. auto, home and life carriers. The findings point to numerous opportunities for marketing and underwriting/ product management to more closely collaborate to improve business results, increase profitability and improve customer experience. Collaboration can improve business results, increase profitability and improve customer experience. Billions of dollars are invested annually in consumer-facing marketing activity.

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Yet identifying, attracting and converting policyholders who not only align with a carrier’s risk profile but who also remain within the book of business long enough to recoup acquisition costs can often be challenging. There is no doubt that acquiring with retention in mind makes the most business sense. In late 2016, LexisNexis® Risk Solutions administered a nationwide survey of 155 decision-makers within the top 50 U.S. auto, home and life insurance carriers. Conducted anonymously and using a mix of online and telephone interviews, the study addressed: • Marketing functions with responsibility for at least two of the following: designing or executing customer communication or marketing programs, audience identification and segmentation, cross-sell and/or upsell activities, and/or customer retention activities • Underwriting/product management functions with responsibility for at least two of the following: product development and enhancement, rate setting, profit and loss, DOI negotiation, and/or risk acceptability, risk appetite and/or segmentation

KEY FINDINGS Qualitative feedback collected throughout the study highlighted the importance of robust acquisition and retention strategies that adopt a longer-term view. Better qualified prospects identified at the point of marketing are more likely to match a carrier’s risk profile, more likely to purchase a policy and less likely to lapse. However, acquiring with retention in mind requires carriers to break down silos that may exist between marketers and underwriters/product managers.

Highlight 1: Identifying and Measuring Core Business Goals The majority of the respondents shared a common set of metrics. Profitability was the number one metric by which all respondents, regardless of job function, were measured. This was not surprising, given that the study respondents were senior insurance executives and included titles such as Chief Marketing Officer, VP Marketing, Chief Underwriter and VP Underwriting. Other core metrics included policy sales growth rates, renewal or retention rates, and new business counts. Each group identified both its own core business goals and its counterparts’ goals. Underwriters and product managers were primarily concerned with enhancing existing products, developing new products, and developing and maintaining a profitable book of business. Marketers had a high awareness of the goals of underwriters and product managers. For the most part, they were able to identify the goals that were reported by underwriters and product managers. Marketers’ goals focused on cross-sell/upsell initiatives to current customers, meeting sales quotas and retention. Underwriters and product managers identified these as being the goals of marketing, but there were disconnects that could suggest some misalignment across the crossfunctional teams. For example, only 18% of marketers cited the need to “obtain optimum spread of loss exposures” as a key business goal for themselves, yet a significantly higher proportion of underwriters and product managers (43%) listed this as a key business goal for marketers. Could this be an indication that either underwriters and product managers believe marketers have the optimum spread of loss exposure as a higher priority goal, or that they believe they should?

The good news is, the study indicated there is both opportunity and mutual motivation for improved collaboration between the marketing and the underwriting/ product management functions in order to improve acquisition and retention outcomes. A more collaborative and aligned approach between these business functions is a strong predictor of increased retention rates and profitable outcomes. Not only that, from a policyholder perspective, acquiring with retention in mind delivers on the promise of an improved customer experience -which could have a positive impact on customer loyalty and retention.

DEEPER LOOK The study covered a variety of topics, ranging from how the two functions measure performance to strategy development and execution to leveraging data and analytics for better business outcomes. It revealed commonalities and differences, both of which point to increased opportunities for collaboration. Following are a few of the highlights from key areas explored.

Target the right customers by working together and aligning your goals. Disconnects exist, even when 85% of respondents have similar performance metrics (profitability is #1) and good awareness of each other’s’ business goals.

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Highlight 2: Strategy Development in Isolation The overwhelming majority of participants acknowledge that increased cross-functional collaboration about strategy development was important, suggesting a willingness to embrace working together to drive the business forward to achieve profitable growth. Yet, in contrast to this finding, only four in 10 respondents reported that they develop their acquisition and retention and/or lifetime value strategies together. This contradictory behavior is at odds with their willingness to work together more closely. The lack of collaboration could be holding them back from achieving higher profitability. Greater collaboration could help carriers develop and execute acquisition strategies that identify, attract and convert those policyholders more likely to be retained. Highlight 3: Acquisition and Retention Strategy Execution When asked to rate their peers on the execution of their acquisition and retention strategies, all respondents acknowledged room for improvement. The results revealed 43% of marketers were not completely satisfied with the degree of execution of acquisition and retention strategies by underwriters and product managers. Meanwhile, 46% of underwriters and product managers reported that they are not completely satisfied with the degree to which marketers execute acquisition and retention strategies. Highlight 4: Identifying the Highest Return Opportunities The dissatisfaction with the degree to which acquisition and retention strategy is executed seems to be related to the issue of identifying the highest return opportunities. When asked to rate their ability to identify the highest return opportunities, be that programs or consumers, in order to help prioritize marketing activities and resources, the majority of respondents (57%) claimed that the ability to zero-in on these highest return opportunities was an unmet need. Respondents also acknowledged the ability to identify programs and consumers more likely to convert and be retained as crucial to building a successful acquisition and retention strategy. Yet more than half of the respondents claimed this was an area for improvement. A higher proportion of marketers (63%) indicated that zeroing-in on the highest return opportunities was an issue. Highlight 5: The Influential Role of Data and Analytics Based on the survey results, it appears identifying highreturn opportunities is directly linked to good data sources and analytics capabilities. Not surprisingly, 43% of respondents indicated that their current external data sources were not meeting their needs in terms of enabling them to identify consumers and/or programs that represent the greatest opportunity for the carrier. Much like the ability to zero-in on the highest return opportunities, the inability to close the loop between campaign and business goals is a fundamental component of a robust acquisition and retention strategy. At the very center is marketing attribution.

COLLABORATION IS KEY Current market conditions are tough. While insurance shopping rates have stabilized, the proportion of policyholders who have not shopped is at an all-time low. Recent LexisNexis Risk Solutions data reveals that less than 35% of the insured population has not shopped their auto insurance in the last five years. The proliferation of channels and the ease with which consumers can comparison shop has put pressure on retention rates. On average, nearly four in 10 auto policy holders will switch before the end of the first term, well in advance of a carrier’s ability to recoup the acquisition cost. Meanwhile life insurance carriers are confronted with challenges unique to their market. The Insurance Barometer Study, jointly conducted by LIMRA and Life Happens, tracks the perceptions and attitudes of US consumers in regard to life insurance. Highlights of the 2017 study included a call from consumers for easy-tounderstand products (83%) and a ‘faster sign-up process’ (51%). Many consumers overestimate the cost of life insurance, which leads to insufficient coverage. While 85% of respondents agree that most people need life insurance, the reality is much less, only 59% have coverage. Clearly, acquisition with retention in mind is a critical business imperative. The question is, what can carriers do to improve these efforts? Based on the study results, one answer is to unite marketing and underwriting/product management in a collaborative effort to focus on getting and keeping the right customers, right off the bat. Overall, the study highlights the opportunity for improved cross-functional collaboration to improve the development and execution of acquisition and retention strategies. It is only through cross-functional collaboration and cooperation that carriers can effectively acquire with retention in mind. The adoption of a longer-term, qualitative approach at the point of marketing - one that complements the insurancespecific approach at the point of underwriting - would deliver improved business outcomes for the organization. This approach can be exponentially enhanced by the use of insurance-specific data and analytics that can help carriers identify and attract those prospects with the highest potential for long-term profitability. Sandeep Kharidhi, VP, Product Management for Acquisition and Retention products at LexisNexis Risk Solutions, is responsible for managing solutions that enable insurance carriers to acquire new customers and retain and grow existing policy holder relationships. Previously, Kharidhi served in executive roles for over 18 years with several firms including ChoicePoint, Acxiom, Merkle and Harland Clarke. Kharidhi’s expertise is in marketing strategies, analytics, campaign attribution and optimization.

Are we reaching a tipping point whereby insurancespecific insight and data is crucial for carriers to not only achieve a satisfactory return on marketing investment but also to weather ongoing market challenges? 24

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conference

Presented by:

May 16-17

Hotel Indigo, Naperville

How do you plan to get the EDGE on your competition? Two-Day Program focused on Professional Development, Personal Growth, Leadership Skills, and Relationships Designed to meet the needs of everyone in our industry

young agents, veteran agents, CSR’s 8 hours continuing education

The IIA of IL Young Agents Committee is packing a punch with this year’s EDGE Conference speaker lineup. National speakers are flying in from all over the country to speak to attendees on topics like: • Sharpening Your EDGE to maximize earnings potential. See how Joe Bonura led one agent to make an extra $20,000. • Goal Setting and Time Management. Back by popular demand, Robb Zbierski will show attendees how to set up a calendar in a way that helps you find extra time each day. Robb will also provide the direction needed to channel energy into achieving a personal best. • Trevor Shylock was such a hit at the 2017 CONVO, we’ve brought him to EDGE to teach a different topic, Communicating to Achieve Results. Trevor will help attendees learn about their natural style of communication. • Through a childhood of abuse and challenges, Alton Carter will share how his resilience allowed him to overcome obstacles. He will help attendees look at weaknesses, strengths and personal issues that are keeping goals out of reach. • Target. Equifax. Yahoo. Uber. IF these big companies can suffer a security breach, so can you. Jim Hughes will address the current needs of independent agents as it applies to Identity Theft and Cyber Liability and provide techniques to be proactive.

Exhibitor, Sponsorship & Advertising Opportunities Available New this year: Exhibitors can purchase the opportunity to speak to the entire group. 26

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Donâ&#x20AC;&#x2122;t Miss the Evening Social Event

Registration Fee: $120

(includes all education sessions, meal functions, time with exhibitors, social function with drink tickets and breaks.)

Registration fee increases to $130 April 1.

view r pre sion! o f k Clic bb's ses o of R

A block of rooms has been secured at Hotel Indigo. Block expires April 17. Additional details, including how to register and secure your hotel room are at:

www.ILYoungAgents.com march 2018

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education

AGENCY PERPETUATION PLANNING Agency owners, potential buyers - this class is for you. All agency owners need to consider what will happen to the agency in the event of their death, disability or retirement. Should you sell it to a family member, an employee, your partner, or someone else? How much should you expect to be paid? What’s the process and when should you get started? Do you have a comprehensive Shareholders’ Agreement? If you are thinking about buying an agency, you need to understand the seller’s perspective, the items you should consider in making an offer, and what data you need to collect. All these issues and more will be addressed in this informative six hour session.

Thursday, June 28 • 8:30 am - 3:30 pm JC Restoration • Rolling Meadows, IL

6 hours IL CE (pending approval)

Members: $79

Non-Members: $179 amerisafe.com - 800.897.9719

Jon Persky

SAFE ABOVE ALL Strong and steady, constantly raising the bar. All great accomplishments have a certain level of hazard involved, but AMERISAFE has workers’ comp down to the detail. It’s a large part of why we retain 90%* of our policyholders. The best protection is being proactive.

*Policyholder retention rate based on voluntary business that we elected for renewal quote: 92.7% in 2016.

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Speaker

Jon is the President of Optimum Performance Solutions, LLC (www.optperform.com), a company that provides management consulting services on a nationwide basis to insurance agencies and carriers. The firm specializes in the areas of mergers and acquisitions, agency valuation, sales and marketing, compensation planning, perpetuation planning, and workflow analysis.

Staff Profile Debbie Trudeau Accounting Services Administrator

This month we are spotlighting Debbie Trudeau, Accounting Services Administrator. Deb is retiring from the IIA of IL at the end of the month after 28 years of service. While we are sad to see her go, we are very excited for her as she enters her new phase in life. Thank you, Deb, for all you have done for the Association. We will miss seeing you every day. If you would like to send your congratulations and well wishes to Debbie you can do so at dtrudeau@iaofil.org Here is a little about Debbie: What do you like most about your job? The staff. I think of them as my second family. What will you miss least about your job? The 45-minute drive to and from work. Especially in bad weather. What are your plans for retirement? I’m going to “stop and smell the roses!” Spend time with my daughter and my grandchildren. Also, since my husband is an OTR driver I many go on a couple of road trips with him. I plan to travel and the first place I am going to is the Shrine of the Most Blessed Sacrament in Alabama. If you could have had any other career what would it have been? 1st or 2nd grade teacher What is your favorite: Pastime: Reading, watching TV Food: Banana splits Movie: Dirty Dancing TV Show: This is Us Band: No particular band, I like all types of music. Tell us about your family: My husband, Rene, and I have been married for 36 years. I met him when I was living in Massachusetts in March and we got married in December. I have two beautiful daughters, Renee’, who is watching over us in Heaven, and Andrea. Andrea has blessed us with four wonderful grandchildren; Jade (15), Jarret (11), Jesse (9) and Renee’ (4). Name one thing on your bucket list: New York Yankees game Of what are you most proud either personally or professionally? I started this job 28 years ago with only my high school education. Through training and guidance from my Department head, Mark Kuchar, I have developed a skill set beyond my imagination. Looking back on where I started to where I ended up and all that have I been able to accomplish at my job these last 28 years is what makes me most proud.

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ASSOCIATE NEWS

Thank you to our Associate Members.

Diamond Level Members

Platinum Level

Progressive Standard Property & Casualty, a National General Company

Gold Level AAA Insurance Agent/Broker Review Company Arlington/Roe Blue Cross/Blue Shield of IL

Silver Level Grinnell Mutual Reinsurance Company Imperial PFS Surplus Line Association of Illinois

The IMT Group West Bend Mutual Insurance Co.

Bronze Level A.J. Wayne & Associates AMERISAFE Aon Programs Atlantic Specialty Lines Auto-Owners Insurance Co. Berkshire Hathaway Guard Insurance Companies Burns & Wilcox, Ltd. Chicagoland Carstar Columbia Insurance Group Donald Gaddis Company, Inc. Echelon Property & Casualty Insurance Co. Encompass Erie Insurance Group Farmers Mutual Hail Foremost Insurance Group Forreston Mutual Insurance Company Grange Mutual Casualty Co. Illinois Mine Subsidence Insurance Fund Illinois Public Risk Fund Interstate Risk Placement IPMG J. C. Restoration J M Wilson 30

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Kemper Keystone Insurers Group, Inc. Liberty Mutual Madison Mutual Insurance Company MarshBerry Maximum Ind. Brokerage, LLC Mercury Insurance Company of IL MetLife Auto & Home Motorists Insurance Group Nationwide ProAg Rockford Mutual Insurance Co. Safeco Insurance ServiceMaster DSI Society Insurance Specialty Risk of America Transcom General Agency Travelers United Fire Group Utica National Insurance Group W.A. Schickedanz Agency, Inc. Western National Insurance Westfield Insurance Company march 2018

IIA OF ILLINOIS NEWS Education Classes march

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Ethics Rolling Meadows

april

CISR - Personal Auto Pekin CISR - Life & Health Rolling Meadows CIC - Agency Management Rolling Meadows CISR - Personal Residential Springfield Ethics Champaign CISR - Personal Residential Orland Park Ethics Edwardsville Ethics Westmont CISR - Agency Operations Lake Bluff

New Members member agency AgData Insurance Services, Inc. Princeton, IL

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CISR - Life & Health Springfield CIC - Life & Health Springfield Ethics Orland Park Insurance Industry Legislative Day Springfield Ethics Newton Errors & Omissions Lake Bluff CISR - Commercial Property Champaign CISR - Personal Lines Misc. Edwardsville CISR - Personal Auto Rolling Meadows Errors & Omissions Springfield CISR - Agency Operations Bloomington

Alteza Insurance Agency, LLC Hanover Park, IL Babcock & Associates, Inc. Glen Carbon, IL DCI Insurance Orland Park, IL Golden Owl Insurance, LLC Berwyn, IL J&R Representatives, LLC dba Jim Euler Agency Staunton, IL For information regarding IIA of Illinois membership or company sponsorship, contact Tom Ross, Director of Membership Services, at (217) 321-3003, tross@iiaofil.org. march 2018

Online Education www.iiaofil.org March & April Featured Online Classes General Homeowners | Workers Compensation E&O:Roadmap to Policy Analysis | Insuring Toys Property & Liability Concepts | Income After Retirement Insurance Hobby & Small Farms | Flood Commercial Property | Business Income | Condos Agentâ&#x20AC;&#x2122;s Guide to Insurance Nonprofits Additional Insureds & Certificates of Ins. | And More!

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people in the news

Patrick D. Kennedy, Appointed Vice President of Claims & Internal Counsel of Rockford Mutual Insurance Company Rockford Mutual Insurance Company has announced Patrick D. Kennedy, former Director of Claims and Internal Counsel, as their Vice President of Claims and Internal Counsel. He assumed his new responsibilities as of January 15.

their Internal Counsel. Patrick worked diligently to create and implement the companyâ&#x20AC;&#x2122;s litigation management process, streamlining our auto estimating process, and improving our recovery processes. He has a Bachelor of Science in Business Administration from John Carroll University, a Master of Business Administration from Roosevelt University and a law degree from Chicago Kent College of Law.

Kennedy joined Rockford Mutual Insurance Company in September 2009 following experience with other national and regional carriers. He was promoted to Director of Claims & Internal Counsel in December 2014. Kennedy has been instrumental in many of the positive changes within the Claims Department in addition to working on numerous legal matters on behalf of Rockford Mutual as

PROFESSIONAL LIABILITY BROKERAGE PROPERTY & CASUALTY GARAGE LIABILITY TRANSPORTATION SURETY PERSONAL LINES

(800) 666-5692 | JMWILSON.COM 32

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Acuity Insurance announced that it set new records for business growth across several categories in 2017. Highlighting the insurer’s financial success is a gain of over $62 million in total written premium during the year, bringing its revenue to an all-time high of $1.44 billion as it enters 2018. In 2017, Acuity broke the barrier of 300,000 policies in force for the first time in its 92-year history, reached an all-time high companywide new business written premium, and smashed records in both commercial and personal lines. In commercial lines, Acuity attained new high marks in quotes received, quote hit ratio, new business written premium, new policies issued, and customer retention. In personal lines, the insurer achieved an astounding 21st consecutive year of growth, setting a record for total written premium. For additional information visit the company’s www.acuity. com.

GuideOne Launches Commercial Property Insurance Deployment with Roost Telematics Sensors GuideOne Insurance announced the first commercial deployment of Roost Smart Water Leak and Freeze Detectors by a property insurance carrier. The pilot places 4,000 sensors in churches across the country starting March 1, aiming to demonstrate the value of detection and responsiveness in minimizing loss and disruption. Roost’s Smart Water Leak and Freeze Detector senses water leaks as well as humidity and freezing temperatures, delivering alerts via mobile app to help minimize damage and loss. The Wi-Fi enabled detectors set up quickly, located in places around a facility that are most prone to water leaks and frozen pipes.

Pekin Insurance® Holds Annual Meeting

industry news

Acuity Sets Growth Records in 2017

The Farmers Automobile Insurance Association held its annual meeting on Tuesday, February 13, 2018, at their home office in Pekin, Illinois. The following directors were elected for three year terms: Craig W. Concklin Hinsdale, Illinois; Daniel V. Connell, Tremont, Illinois; and John S. Heller, East Peoria, Illinois. Subscribers elected, Craig W. Concklin Hinsdale, Illinois; and John S. Heller, East Peoria, Illinois, to the Advisory Committee. Pekin Insurance officers elected included: Scott A. Martin, Chairman of the Board, President, and Chief Executive Officer; Steven R. Anderson, Vice Chairman of the Board; Daniel V. Connell, Senior Vice President, Chief Financial Officer, and Secretary; Todd A. Clark, Senior Vice President and Chief Operating Officer - Property/Casualty; Brian K. Lee, Senior Vice President and Chief Operating Officer - Life; Curtis A. Eeten, Vice President - Claims; Gregory L. Feller, Vice President - Sales; Joel M. Jackson, Vice President - Marketing; Subhasis Mukherjee, Vice President - Chief Information Officer; Edward A. Mulvey, Vice President - Personal Lines Underwriting and Assistant Secretary; Tyler D. Petersen, Vice President - General Counsel and Assistant Secretary; Kimberly S. Remmert, Vice President - Human Resources; Joseph C. Ricigliano, Vice President - Commercial Lines Underwriting and Assistant Secretary; Diane K. Steiner, Vice President - Life Underwriting and Assistant Secretary; Michael A. Zabinski, Vice President - Controller; Amber J. Stenger, Assistant Treasurer; Michele E. Ginther, Assistant Treasurer; and Aaron Z. Potacki, Assistant Secretary. Pekin Insurance is a group name adopted to designate the combined operation of The Farmers Automobile Insurance Association, Pekin Insurance Company, PAC, Inc., and Pekin Life Insurance Company.

“Roost’s simple, affordable telematics solution helps GuideOne agents and brokers nurture a digital relationship with commercial clients and supports claims mitigation for preventable water leaks,” said Michelle Glasl, Vice President, Strategic Initiatives & Chief Information Officer. “With help from Roost, GuideOne aims to demonstrate the value of using the latest technologies to proactively protect policyholders.” GuideOne’s corporate headquarters are located in West Des Moines, Iowa.

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CLASSIFIEDS

for the insurance professional by the insurance professional

OPPORTUNITIES/SPACE AVAILABLE/RETAIN OWNERSHIP

13. Opportunities/Space Available/Retain Ownership. We are a 100 year old Northbrook agency looking to discuss any mutually beneficial opportunity. Our producers, mergers, clusters and agency purchases receive 50% commissions on new and renewal business without any expenses. We can provide: office space, phones, agency management system, service renewals and changes. The companies we represent are: Badger Mutual, Employers Mutual, General Casualty, Guide One, Hartford, Kemper, Progressive, Rockford Mutual, Safeco, State Auto, Travelers and Met Life. Contact:

Nancy Solomon Martini, Miller & Schloss, Inc. (847) 291-1313 Ron@martini-miller.com

AGENCY FOR SALE

53. Joliet: primarily personal lines agency with book of smaller commercial clients. Owner looking to retire although willing to stay on part time for smooth transition. Total agency approx. $1.2 million in sales. Agency had been in Joliet since 1981. Currently on Applied Systems TAM. Contact:

Dfrench@iiaofil.org Reference# AFS53

SHARED SPACE FOR RENT

99. Shared Space for Rent. 6400 SF office located at 127 N. Walnut St., Itasca, has availability for startups, insurance agents, salespeople, consultants, professionals, etc.; who are in need of class A space without the cost. Monthly fees range from $375 and include: Receptionist/ Clerical, internet, conference rooms, kitchen, classroom/ break room. Printing and clerical services are also available. Short term or long term rentals are available. Wed are in downtown Itasca across from the Metra station. Close to expressways. For information contact:

AGENCY WANTED

20. Agency Wanted. Since 2004, Central Illinois Agents Group LLC has been providing independent agents with a variety of markets with contingency opportunities. Agents have availability to several markets that they may not be able to sustain or maintain on their own. We have markets for personal, commercial, agricultural and crop insurance lines. Let us help you get to the next level. Visit www.ciagonline.com for contact information.

Visit www.ciagonline.com for contact information.

AGENCY/AGENTS/PRODUCERS WANTED

02. Agency/Agents/Producers Wanted. Forest Park/Oak Park agency for over 60 years, will meet your needs by providing space, markets, marketing & sales support, automation, merging with or purchasing your agency. Perpetuation/ Succession Plans, Buy-Sell Agreements also available. We have experienced, educated and dedicated staff for you and your clients. Have access to our numerous companies, office services and many other resources. Retain ownership in your book with contingency. Please look closely at us- we are an agency you want to do business with! Weâ&#x20AC;&#x2122;ve done it before, we know how- we make it easy! Visit our website at forestagency.com/agents.html, or call for a confidential discussion and a list of Agency benefits. Dan Browne will provide an agency evaluation/appraisal at little cost to you. Please call:

Dan Browne or Cathy Hall Forest Agency (708) 383-9000 dbrowne@forestagency.com

Dino Gavanes 630-779-0566. dino_gavanes@ advisersinc.com

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LEXIE • Born into an insurance agency; worked at two of them • Loves the Green Bay Packers, music, her toddlers… in reverse order • A decade of insurance experience

Has walked in your shoes

Meet Lexie, one of our Commercial experts. Agents call her first because she’s worked at an agency and knows what they want. She’s quick to reply, open-minded, and knows her stuff; just like her colleagues. She may even trash talk football or the latest breakout rock band. High standards you can rely on from real people. Plus, they’re backed by our caring claims group who will get your clients back on their feet.

SECURA Commercial. It’s how you get ahead.

Commercial | Personal | Farm-Ag | Specialty

Expect big things in workers’ compensation. Most classes approved, nationwide. It pays to get a quote from Applied.® For information call (877) 234-4450 or visit auw.com/us. Follow us at bigdoghq.com.