Primary Agent - August 2014 - PA Edition by Insurance Agents & Brokers Service Group Inc

ALSO IN THIS ISSUE: Covering college kids

Contents PRIMARY AGENT MAGAZINE

Nine steps to perfecting the customer life cycle The marketing activities that agencies have relied on for years to obtain and retain clients may not continue working as well as they have in the past. Read on to learn the nine key steps to creating a successful customer life cycle.

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Covering college kids A question parents and their college-aged children don’t ask, but we need to ask, is, “Will these college students be covered under their parents’ Homeowners’ and Personal Auto policies while they’re living away from home and attending school?” The answer may be, “Yes.” However, the answer may be, “No.” And, sometimes the answer could be, “Maybe….”

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Change your employees’ view of change It’s time to become more anticipatory in terms of change so you can see it coming. Only then can you use change as an opportunity for growth rather than a crisis to be managed.

Page 22 Mission Statement Primary Agent delivers ideas to help Insurance Agents & Brokers’ members negotiate their unique position as guardians of trust between insurance consumers and companies while facing the challenges of maintaining a small business. Primary Agent also supports IA&B’s mission to preserve and advocate the American Agency System.

Get social with IA&B

In every issue 2 3 4 6 8 11

Chair of the Board’s Message Ask Our Experts State News Preventing Errors & Omissions Coverage Corner IA&B Partners

21 22 IBC IBC IBC

My Events Technology Update Advertisers Index Classified Ads C’mon, get appy!

All communications for publications, including news, features, advertising copy, cuts, etc., must reach the editor by 1st of month two months prior to publication. Advertising rates furnished upon request. Address inquiries to: Primary Agent Editor 5050 Ritter Road Mechanicsburg, PA 17055-0763 Phone (800) 998-9644 or (717) 795-9100 Fax (717) 795-8347 Periodical postage paid at Mechanicsburg, Pa. and at additional mailing offices. Postmaster: Send address changes to above address. Primary Agent (ISSN 1543-3110), Permit # 638-620, Issue # 2014-8 is published monthly by IA&B Service Group Inc., a subsidiary of IA&B. Copyright 2014. All rights reserved. No material may be reproduced in whole or in part without written consent of the publisher. The information in this publication is general in nature and is not intended to serve as legal, accounting, financial, insurance, investment advisory or other professional advice as to any reader’s particular situation. Users are encouraged to consult with competent legal, financial, insurance, investment advisory and or other professional advisors concerning specific matters before making any decisions and we disclaim any responsibility for any decisions or actions by readers. Statements of fact and opinion in Primary Agent are the responsibility of the authors alone and do not imply an opinion on the part of the officers or the members of the IA&B. Participation in IA&B events, activities and/or publications is available on a non-discriminatory basis and does not reflect IA&B endorsement of the products and/or services.

Board of Directors Officers G. Greg Gunn, CIC Chair of the Board Lemoyne, Pa. Diana M. Hornung Hanby, ACSR Vice Chair of the Board Wilmington, Del. Norman F. Basso, CPCU Immediate Past Chair of the Board York, Pa.

Members Henry “Butch” Bradley, Jr. Forest Hill, Md. E. Stephen Burnett, CIC, ARM Wilmington, Del. Richard F. Corroon, CPCU Wilmington, Del. N. Lee Dotson, CIC, AAI Wilmington, Del. Michael P. Ertel Columbia, Md. John L. Frankenfield Telford, Pa. John B. Hollister Milford, Pa. Jocelyn R. Howard-Sinopoli, CIC, CISR Butler, Pa. Robert S. Klinger, LUTCF, CPIA+ Germantown, Md. Douglas A. Loesel, CPCU Erie, Pa. Michael F. McGroarty Sr. Pittsburgh, Pa. Craig S. Mader Gambrills, Md. Ann Gallen Moll, CIC Reading, Pa. Joseph R. Pastor, CPCU, AAI Oil City, Pa. Richard M. Rankin, CIC Lancaster, Pa. April E. Ressler, CIC Altoona, Pa. Scott C. Rogers, CPIA* York, Pa.

G. Greg Gunn, CIC

Chair of the Board’s M

Here comes the soapbox! This message marks my last as chairman of your organization, so forgive me as I use this opportunity to get on my soapbox. First and foremost, I’d like to say thank you to you, my fellow IA&B member, for your continued support and ongoing membership. For your belief in the collective power that an association brings. And for your willingness to fight for the bright future of the independent agency system. Together, we can persevere and continue to grow our industry. Secondly, I’d like to thank those who supported AgentPAC over the past year and ask those who have yet to donate to consider doing so now. Throughout the years of my involvement with IA&B, I have seen firsthand the difference a strong political action committee can make. What happens at the state capitol buildings trickles down to us and impacts us as small business owners and insurance agents. AgentPAC allows our IA&B government affairs staff to build the necessary relationships to assert and protect our common interests. Finally, I’d like to thank my fellow board members for their hard work and support over the past 12 months. I was honored to follow in the footsteps of Norm Basso and to help continue the work started under his leadership, and it is with great pride that I pass along the gavel to the very capable Diana Hornung Hanby from the great state of Delaware. I know that the organization will continue to flourish under her leadership. Thank you for the opportunity to serve as your chairman, and I look forward to supporting IA&B with you in the future. Sincerely,

David B. Wasson Sr., CIC State College, Pa. Lawrence A. Wilson, CIC, CPIA, CPCU, ARM** New Castle, Del.

G. Greg Gunn, CIC

* Pa. IIABA National Director ** Del. IIABA National Director + Md. PIA National Director

Editor’s note: To learn more about AgentPAC or offer your support, visit IABforME.com/AgentPAC.

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Ask our Experts QUESTION: From an E&O standpoint, should we confirm that a quote is no longer valid when we don’t hear back from the customer, or is the expiration date on the quote sufficient?

ANSWER: Agencies handle many quote requests, and only a certain percentage will turn to policies or policy endorsements. Often, the decision will be made immediately with the customer in front of you or over the phone. On a number of occasions, however, the customer will receive the offer in the mail, or simply want some time before making a decision. When that is the case, it is tempting to rely exclusively on the expiration date on the quote. After all, once the date has passed, the quote is no longer valid, right? In principle, that is true, but when a claim occurs, customers may argue that they thought coverage was bound, or maybe that they agreed to the quote and were expecting the policy. From a best practices standpoint, the general recommendation is to follow up with the prospect or policyholder to: w Confirm that you have not received any order following the quote w Confirm that coverage is not in place

HAVE A QUESTION? ASK OUR EXPERTS! Rely on our experts to answer your most perplexing questions. Visit the Ask Our Experts section of IABforME.com (find the link in the website footer) to submit your question and review answers to other frequently asked questions. Or email your question to us at IAB@IABforME.com. We look forward to hearing from you.

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w Ask the prospect/policyholder to contact you immediately if this is not consistent with his understanding As always, document your contacts with the individual. Ultimately, you want to remove any ambiguity as to where the customer stood on the offer and how he manifested his intent.

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BERKSHIRE HATHAWAY

GUARD

INSURANCE COMPANIES

(Formerly known as GUARD Insurance Group)

Rated A+ (”Superior”) by A.M. Best Company

Primary Agent | August 2014

State News Consedine drives home coverage concerns of ride sharing Transportation network companies, also known as ride-sharing services, are racing into Pennsylvania – with potential insurance coverage gaps hot on their trail. Pennsylvania Insurance Commissioner Mike Consedine recently responded with words of caution for drivers and passengers. The Pennsylvania Insurance Department’s press release cites that most personal automobile insurance policies contain exclusions for livery (ISO liability exclusion A.5 under the PP 00 01). The announcement encourages drivers and passengers to contact their insurance producer or insurance company to identify potential coverage gaps, as well as provides other tips and explanations. What’s ride sharing all about? Ride-sharing companies operate similarly to taxi services, but drivers use their own cars. Most use smartphone apps to connect passengers and drivers and to transfer payment – which is considered a “donation” and determined by the rider. How should I respond if one of my customers is a driver? Whether insurance carriers have made or will make allowances to afford coverage is a discussion you may need to have with your carriers. No doubt, the donation-based payment structure many ride-sharing companies use and their common label of drivers as “volunteers” are meant to circumvent PAP exclusions. [4]

When ride sharing made headlines this winter, we reached out to our ISO contacts. They said that they are monitoring the implications and shared that member carriers feel that the current exclusion properly protects them from the exposure and will address it if the need arises.

Homeowners’ claims going to the dogs With newly released 2013 data showing over $483 million paid out in homeowners’ insurance liability claims, it’s no wonder insurance companies are looking to exclude certain dogs from policies. And, according to the Pennsylvania Insurance Department, in some cases they can. State regulators assert that there is no statutory prohibition against insurer refusals to insure based on dog breed. However, after a policy has been in force for 60 days, there is a prohibition against termination based solely on breed. Biting history is an acceptable factor for non-renewal. This interpretation is based on the Unfair Insurance Practices Act and the Dangerous Dog Law. Access our online resources for more on the statutory references, as well as the positions of regulators in neighboring states. IABforME.com/ dog_breed_exclusion

All flood risks confirmed for export list, private market Members sought to clarify when they could place flood insurance in the private market, and the Insurance Department delivered. State regulators updated the export list, per suggestions we submitted on behalf of members, to include all flood insurance risks. The Pennsylvania Insurance Department amended its export list to include “Flood Insurance” rather than “Flood Insurance not provided under Federal Flood Insurance.” The amendment stems from our submission on behalf of members who found the additional language ambiguous. In particular, recent changes to the National Flood Insurance Program (NFIP) and increased interest in private insurers — which currently are driven by the non-admitted market — drove confusion over the language.

Government affairs work heats up this summer Our ongoing efforts to build relationships with federal lawmakers continued this summer with in-district meetings between our IA&B members and their congressmen – most recently U.S. Reps. Lou Barletta (R-11th district) and Scott Perry (R-4th district).

Private market considerations Before you start writing flood in the private market, however, keep in mind that the recently enacted Homeowners’ Flood Insurance Affordability Act may positively impact some of your NFIP policyholders. (Learn more from our revised OnDemand “Understanding the national Flood Insurance Program.) Before moving them to the private market, you may want to check that they will not lose the benefits of grandfathering if they later decide to return to the NFIP. You may also need to check whether the lender will accept private flood insurance.

Stay tuned to Agent Headlines for additional opportunities to meet with your legislators and provide an agent’s perspective on issues like flood insurance reform, terrorism insurance reauthorization, multi-state producer licensing and tax regulation.

Surplus Lines primer As a reminder, export list risks don’t require a diligent search (submitting the risk to three different admitted insurers and receiving denials) before placing the business with a Surplus Lines insurer. For more information on Surplus Lines, review our online resources, including: w Surplus Lines Q&A w Link to the eligible Surplus Lines insurer list w Surplus Lines E&O case study IABforME.com/surplus_lines

Make-A-Wish support going strong As independent agents across the nation continue their collective support of Make-A-Wish, our members remain committed to the cause in Pennsylvania. Mark your calendar for upcoming Trusted Choice-sponsored and IA&Bsupported events that will benefit Make-A-Wish: Oct. 5 – Walk for Wishes, Harrisburg, Pa. Oct. 12 – Walk for Wishes, Philadelphia, Pa.

WELCOME

New Members Independent Associates of Pa. Inc. West Sunbury, PA Trent Insurance Agency Inc. Johnstown, PA Securitas Insurance Partners LLC West Chester, PA

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Philip Baker Insurance Services Inc. Fleetwood, PA

Primary Agent | August 2014

Preventing ERRORS AND OMISSIONS

WHEN AND WHERE WILL THE NEXT CATASTROPHE STRIKE? The Utica National E&O Program supplied this article. Insurance Agents & Brokers Service Group Inc. is the exclusive agent for the Utica E&O program in Delaware, Maryland and Pennsylvania. For questions regarding this article or your E&O coverage, contact IA&B at 800-998-9644 or IAB@IABforME.com.

It’s amazing how much attention we pay to the various predictors of hurricane season. Yet, in reality, we don’t know how accurate they are until the season is over. By then, however, it’s too late to do anything about it.

event. In addition, catastrophes include more than just what Mother Nature dishes out. This is evidenced by other tragedies we have faced, such as the 9/11 attacks. In fact, the 9/11 attacks caused more than a handful of E&O cases, with some of the size that had never been experienced before.

What actions would an agent take if he or she knew emphatically that the hurricane season would be a rough one? Most likely, everything possible to prepare customers for the potential exposure and to make every effort to ensure customers were properly covered. While it is ultimately up to a customer whether he or she buys the coverage, an agent should at least make the customer aware of the coverages to consider.

Nothing brings out an agent’s mistake as quick as a catastrophe. This is why an agent must be proactive in addressing the issues that will minimize the potential of his or her agency facing errorsand-omissions litigation when a catastrophe strikes the agent’s community. Moreover, it’s probably too late to do anything about it if your agency waits until the event appears in the news.

The issue with catastrophe preparations from an insurance standpoint is that no one truly knows the “when,” “where” and “how severe” of the next big weather

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Do you have any mistakes in your files? Probably. Sometimes, those “errors” are discovered and resolved with no harm done. Other times, agents aren’t as lucky. In the early 1990s when a hurricane hit, one agency pulled files when its customers reported claims only to discover that 14 customer files contained an application with a check attached! Coverage had never been bound. Had the hurricane not hit, those files with the checks attached would probably not have been identified before a loss occurred – and this was only one agency. Imagine if your agency had a customer that suffered a loss. What are the chances of there being a mistake on that file? It’s possible, but the odds are with the agency. If 100 of your customers suffered a loss, the chances of there being a mistake on at least one file rises significantly.

As the saying goes, “Nothing brings out an agent’s mistake as quick as a catastrophe.” Could your agency be affected? It might. What actions has your agency taken to ensure that your files/records will survive? Presuming that most agencies are automated, what will happen to your system? What is your disaster recovery plan? When was it last updated? In the event of E&O litigation, the files and the documentation they contain will be a key issue. So, if a catastrophe of some type strikes, what will happen to your files? Check with your agency’s IT team to determine the vulnerability of your file backup in case of a catastrophe, weather-related or otherwise. How about the level and quality of the file documentation? Does the file reflect the customer being advised in writing of various issues? Was specific coverage rejected by the customer? Coverage issues in writing and rejections of coverage that have been signed off will certainly assist the counsel defending your agency in E&O litigation. It is interesting that even when agents have done a great job of education and documentation, they could still be sued if a catastrophe strikes. When a customer faces significant financial disaster, he or he may believe there is no other choice than to sue the insurance agent. Educate your staff Educating your staff is one of the fundamental places to start for enhancing your agency’s E&O culture. After all, customers rely on your staff’s knowledge and expertise to help them understand their coverages and how they work. If the staff is not technically

proficient, incorrect information could be communicated to customers. Develop a campaign to offer coverages such as flood, earthquake or business interruption to all applicable customers. If the customer rejects the coverage, get the rejection in writing. It is best to get a physical signature to document a rejection of coverage. This goes a long way to remove any doubt of what the customer’s intentions were. An annual account review with both personal and commercial customers would seem to address this. Become a “documentation fanatic” Documentation really is the key that will determine the direction and path of an errors-and-omissions claim. For example, agencies that advised customers of the 30-day waiting period when Superstorm Sandy was approaching stood a much better chance of prevailing when E&O litigation occurred.

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Preparation is vital It would be nice to know the “when and where” of future catastrophes, but this is not realistic. Use Superstorm Sandy as an example. Many personal lines customers lacked the necessary flood coverage and many commercial lines customers did not have the proper business interruption coverage. You do not want this type of scenario to occur with your customers. Therefore, prepare your customers for the unknown. You will definitely minimize the chances of an E&O claim occurring against your agency, and you actually may find yourself selling more insurance.

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Primary Agent | August 2014

Coverage COR N E R

CAN YOU BE HELD LIABLE FOR ALLOWING DRUNK DRIVING BY A FRIEND (OR A STRANGER)?

JERRY M. MILTON, CIC Jerry M. Milton, CIC, teaches and consults on industry issues. The legal profession recognizes him as an expert on insurance coverages. He is also the education consultant for IA&B, working with CISR, CIC and continuing education programs.

Friends don’t let friends drive drunk. Certainly, that’s common sense. It might even be a moral obligation. But it’s never been a legal obligation. Until now.

take action. This means they could also have a corresponding civil duty to prevent another person from driving drunk, if given the opportunity and ability to do so. Breaching that duty could result in an allegation of negligence, therefore creating a civil liability claim.

Earlier this year, two 17-year-old boys were arrested in Connecticut on misdemeanor charges for allowing their friend, Jane Modlesky, also 17 years old, to drive her SUV when she was obviously drunk. She crashed into a tree and was killed. Modlesky’s accident occurred less than half a mile after she dropped the two boys off at their homes. Her blood alcohol level was more than 13 times the legal limit for someone under the age of 21.

We are witnessing the slow death of personal responsibility.

laws in most states that hold anyone who profits from the sale of alcoholic beverages liable if they provide alcohol to an obviously intoxicated individual. A few states (Alabama, Alaska and Michigan) limit liability to cases involving serving a minor. Some states, like Maryland, acknowledge the personal responsibility of the patron and have no dram shop statutes (Felder v. Butler, 438 A.2d 494 (Md. 1981)).

Were the two boys stupid to allow her to drive? Absolutely! But, did they have a legal obligation to stop her from driving? Yes, according to the state of Connecticut.

Where there’s civil liability, there’s insurance with all the coverage questions that go hand-in-hand with a failure to act claim. Was it negligence, or was it intentional? Again, the lawyers are smiling as we argue back and forth over the policy provisions and how they apply to these types of claims.

Dram shop laws certainly encourage the complete abdication of personal responsibility, but liability under these laws is based on an affirmative, negligent act – serving a minor or an obviously intoxicated adult. What we have here is a brand new concept – liability for failure to stop somebody from doing something reckless. This is completely foreign to the American civil justice system.

If the boys’ failure to prevent Jane from driving constitutes a crime, it also means they had a duty to

Whatever happened to being responsible for your own actions? We already have dram shop

Ten states have laws that require a person to notify law enforcement and seek aid from others for

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someone who may be in peril. Those states are California, Florida, Hawaii, Massachusetts, Minnesota, Ohio, Rhode Island, Vermont, Washington and Wisconsin. These laws could certainly apply to failing to take action and allowing a person to drive drunk.

murder someone, it’s because of easy gun access, violent movies and video games or bullies who picked on you in grammar school.

Knowing someone is drunk is one thing. Knowing an accident will happen is another. Placing the burden of knowing the difference on an innocent bystander under the threat of civil liability is nothing more than the redistribution of responsibility. Imposing liability on a person for failing to act as a surrogate parent for another person is a bad idea. However, we are witnessing the slow death of personal responsibility. The fast food industry must defend lawsuits because some people don’t know when to stop eating. If you steal, it’s because of your socioeconomic status and lack of economic opportunity. If you

Everyone must be held responsible for their own actions, and no one should ever be held responsible for the actions of another. It’s just not right to impose civil liability on a person for failure to prevent another person from making questionable personal choices. As Eleanor Roosevelt said, “In the long run, we shape our lives, and we shape ourselves. The process never ends until we die. And the choices we make are ultimately our own responsibility.” Y’all take care!

Coastal Agents Alliance, LLC

Cross-Sell Strategy

#21

EPLI COVERAGE

“ Addressing the growing concerns of clients can grow your business.” Paula Hutchinson, Kansas City Branch Senior Marketing Representative Employee lawsuits are more likely to occur than a fire. Include EMC’s Employment Practices Liability coverage to make certain your clients are protected from all the risks they may face. It’s just one of the many reasons policyholders Count on EMC®.

Valley Forge Service Branch: 800.333.3622

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Platinum Profile Insurance Agents & Brokers proudly recognizes The Main Street America Group as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.

FEATURED PARTNER The Main Street America Group CORPORATE HEADQUARTERS Jacksonville, Fla. CHIEF EXECUTIVE OFFICER Tom Van Berkel, Chairman President and CEO Northeast Region Headquarters Syracuse, N.Y. Northeast Region President Mark Berger Northeast Region Sales Director John Hwilka Northeast Region Field Representatives Renee Herness (Eastern Pennsylvania) Matt Kilroy (Delaware, Maryland) Dave Roshala (Western Pennsylvania) David Tolerico (Delaware, Maryland, Southeast Pennsylvania) Northeast Region Markets Delaware, Maryland, New York, Pennsylvania A.M. BEST RATING** Financial Strength: “A” (Excellent) Issuer Credit Ratings: “a+”

he Main Street America Group’s rich history began 91 years ago when we formed our company to serve the insurance needs of Grange fraternity members. Today, Main Street America’s affiliated insurance companies provide a full line of competitively priced personal lines and commercial lines products and services to individuals, families and small businesses in 36 states, and fidelity and surety bond products in 45 states. We annually write over $1 billion in premium, have surplus of nearly $1 billion and more than $2.1 billion in total assets. Through our nine “A” rated property and casualty writing companies — including our largest carrier, NGM Insurance Company — we partner with 3,000 independent agents to provide superior, personal service to more than 650,000 policyholders.

As the founding company partner of Trusted Choice®, Main Street America is 100 percent committed to the independent insurance agent, as you are our sole channel of distribution. We [ 10 ]

Mark Berger Northeast Region President strive to meet the needs of our customers (agents), and our customers’ customers (policyholders), better than anyone else in the market. We are also one of six carriers which invested in the development of the new Consumer Agent Portal (CAP)/ TrustedChoice.com. To become our customer and represent NGM and Main Street America in your market, please visit www.msagroup.com and click on the “Become a Main Street America Agent” link. ** A.M. Best’s rating of “A” (“Excellent”) applies to The Main Street America Group. Ratings listed herein are as of June 13, 2014, are used with permission of A.M. Best, and are subject to changes by the rating service. For more information about ratings, please access www.ambest.co

Listed below are those companies that strongly support the independent agency system and Insurance Agents & Brokers. Thank you for your continued sponsorship.

WHAT IS IA&B PARTNERS? The IA&B Partners program gives company and allied businesses the opportunity to demonstrate their commitment of support to independent agents and receive maximum market exposure. As an IA&B Partner, you will also realize the benefits of IA&B membership to help you succeed in the insurance industry.

DO YOU SEE YOUR NAME? To become an IA&B Partner, choose the sponsorship package that matches your commitment of support. Contact the Member Sales Center at 800-998-9644, 717-795-9100 or visit us online at IABforME.com to get started.

PLATINUM LEVEL ACUITY Berkley Mid-Atlantic Group Donegal Insurance Group Erie Insurance Group Harleysville Insurance HM Insurance Group Insurance Agents & Brokers Service Group Inc Liberty Mutual Insurance MMG Insurance Company Millers Mutual Group Millville Mutual Insurance Co Mutual Benefit Group Penn National Insurance Swiss Re The Main Street America Group Utica National Insurance Group

BRONZE LEVEL Aegis Security Insurance Co Agency Insurance Company AmWINS Program Underwriters Inc Auto-Owners Insurance Company Bailey Special Risks Inc Briar Creek Mutual Insurance Company Conemaugh Valley Mutual Insurance Co Countryway Insurance Company Encompass Insurance Foremost Insurance Group GMI Insurance Goodville Mutual Casualty Company Guard Insurance Group Insurance Alliance of Central PA Inc Insurance Placement Facility of PA Keystone Insurers Group Inc Lebanon Valley Insurance Company

GOLD LEVEL

MAPFRE Insurance Merchants Insurance Group

Progressive Westfield Insurance

Mercury Casualty Penn PRIME Municipal Insurance

SILVER LEVEL

Reamstown Mutual Insurance Company

Access Insurance Company American Mining Insurance Co Cumberland Insurance Group Farmers Mutual Insurance Company of Western Pennsylvania Frederick Mutual Insurance Co Juniata Mutual Insurance Co PSBA Insurance Trust Selective The Philadelphia Contributionship [ 11 ]

Rockwood Casualty Insurance State Auto Mutual Insurance Company TAPCO Underwriters Inc The Brethren Mutual Insurance Company The Motorists Insurance Group The Mutual Service Office Inc Travelers Tuscarora Wayne Group of Companies United Fire Group Zenith Insurance

Primary Agent August 2014

SALES

Nine steps to perfecting the customer life cycle How to blend technology and tried-and-true sales methods to meet customer demand

The marketing activities that agencies have relied on for years to obtain and retain clients may not continue working as well as they have in the past. Read on to learn the nine key steps to creating a successful customer life cycle.

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Primary Agent | August 2014

nsurance agency marketing and sales are being transformed right before our eyes, and customer expectations are driving the change. The way your agency markets and sells insurance has changed more in the last few years than in the previous 30.

Brian Halligan at HubSpot explains it this way: “I started my career as a sales guy in the ‘90s. And back then, the whole funnel really was controlled by the sales rep. You’re cold-calling somebody, and you manage the process all the way to the funnel. There’s asymmetric information. The sales rep has all the information the prospect wanted, including pricing and discount options. You had so much control. Now, 90% of it has swung to marketing. It’s self-service, and you need to be able to be very helpful to see to the top of your funnel. The game changed a lot.” The marketing activities that agencies have relied on for years to obtain and retain clients may not continue working as well as they have in the past. The new consumer is using the Internet for researching everything, including purchasing insurance policies. New mobile platforms, including iPads, iPhones, and other mobile devices are redefining what it means to “stay in touch.” Yet even with all the new “stuff” in our daily lives, people still want to buy from people they know, like, and trust. Rather than fearing this transformation, independent agents can take advantage of it and grow their agencies, if they are willing to think differently about the customer lifecycle. Read on to learn the nine key steps to creating a successful customer life cycle. 1. Get attention. Getting the consumer’s attention—whether personal or business—is more difficult today than ever. A balanced approach to marketing will help you cut through the clutter and engage with prospects. Ways to get a prospect’s attention could include informative articles on your website, Facebook ads, LinkedIn research and engagement, local networking events, direct mail letters or postcards, or whatever other method you have determined will engage with your ideal prospects. And don’t overlook your employees’ social connections. Training employees to be more active and successful on social platforms is another way to engage and get the attention of your ideal prospects. 2. Capture information. Once you get your prospect’s attention, you need to capture their information so you can continue the conversation. Ideally this would include their first name, last name, and email address. One typical technique is to offer a “special report” or other valuable piece of information that will help them solve a problem in exchange for their contact information. Technology can help you to automatically manage this process. When a person fills out a form with their information, “the system” sends a confirmation email asking them to verify that they want to receive the information. Once they click and confirm, “the system” sends them [ 13 ]

Get help with getting attention Step 1 calls for educating consumers via your website, social networking and other communication channels. Look no further than the IA&B website (IABforME.com/marketing) for professionally written and legally vetted content. It’s yours for the taking and re-purposing as you see fit. The growing library of consumer education pieces currently includes: w Personal Umbrella Policies w Homeowners’ Insurance w Flood Insurance w Cyber Liability Insurance w Collision Damage Waiver w Basic Insurance Coverage for Students Attending College w Condominium Insurance w What is an Independent Insurance Agent? w Employment Practices Liability Insurance w Pa. Auto Insurance: Limited Tort vs. Full Tort IABforME.com/marketing

TECHNOLOGY

to a webpage where they can download the document. 3. Build relationships. Remember, people buy from people they know, like, and trust. At this stage, you want to provide information that will help people get to know you, like you, and begin to trust you. Once you 3281 Summit Ad build this kind of relationship 7.25X4.625 with the prospect, she is more PropMan likely to want to do business with you. The secret to building long-term success is to be the most useful insurance agency you can possibly be and to value helping over selling. A campaign management process allows you to stay in touch (with letters, emails, or phone calls) with the individuals that requested information from

———————————————

Once you get your prospect’s attention, you need to capture their information so you can continue the conversation…. Technology can help you to automatically manage this process. ——————————————— you over a long period of time. I have a long-term wait process where I automatically send eight emails over 12 months (one every 45 days) to keep my name in front of a potential prospect.

4. Sell something. You have to sell something to stay in business. But if you’ve built a solid relationship, the sales will come because you have demonstrated that you’re not just out to sell something, but to truly help. This builds trust and is the key to long-term profitability. 5. Deliver and satisfy. Once the individual has made the purchase decision, continue to build trust in the relationship by following through well. New business brings growth to an agency, but it’s operations that create profitability. Creating internal processes and systems that insure service activities are done well are critical. This is where many agents don’t do as well as they could. continued on page 16

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COVERAGES continued from page 14 Every agency should create a “New Client Welcome Process,” in which you create nine touches over 90 days that welcome the new client into your organization and educate them on all the services you provide. Who else is touching that new client that many times? 6. Upgrade coverage. The sales process doesn’t stop when the prospect becomes a client. Upgrading coverage opportunities is an area that is often ignored. You could have a personal auto client that did not purchase liability limits as high as those you recommended. Have you created a process to regularly contact that client and suggest higher limits? Homeowners’ policies have coverage limitations; what is your process for selling personal articles floaters? These upgrades are great ways to show your continued concern for the client’s welfare and increase the profitability of that account. 7. Round accounts. What is the average number of policies on a personal lines account for an independent agent? According to recent information, it’s about 1.4 policies per account. This means that although most agencies understand the need to round all accounts, they don’t have processes in place to make sure they’re doing it consistently. This is taking a big bite out of profitability. Another example of rounding accounts is selling “stupid” insurance coverages. There are a host of these that most independent agencies don’t bother selling, even though

———————————————

Although most agencies understand the need to round all accounts, they don’t have processes in place to make sure they’re doing it consistently. This is taking a big bite out of profitability. ——————————————— people buy them. Pet insurance is one of the fastest-growing kinds of coverage. Yet the vast majority of independent agents don’t bother selling it, even though they can set up a virtually hands-off process from their website. Maybe agents think it’s beneath them to sell this type of coverage. But clients are buying it — just not from you. Two years ago, my two daughters got married, six months apart. I researched online and purchased wedding insurance for both events. Although I first checked my insurance agent’s website, that coverage was nowhere to be found. With a simple Google search I found several options and ended up purchasing a policy. Pet insurance, wedding insurance, travel insurance, and life insurance are all examples of coverages that every agency should include on their website and market to their clients. Why would you want your clients to go anywhere else when they need to buy an insurance product? 8. Keep existing business. Renewals are the bread and butter of every agency. But many [ 16 ]

agencies don’t have a process to make sure clients stay with them for a long period of time. The longer a client stays with your agency, the more profitable that client becomes. The new client welcome mentioned in Step 5 is a great example of creating a renewal process — which starts immediately after the policy is sold, even though the renewal event may be six or 12 months away. 9. Get referrals. The best way to begin a relationship with a new prospect is to have a satisfied client introduce you. Do you ask for referrals from your current satisfied customers? Are you actively asking current satisfied clients to leave online ratings and reviews that appear on Facebook or LinkedIn for you and your agency? Although technology can help you create and manage the perfect customer lifecycle within your organization, you need to create a strategy before you try and implement the technology. These nine steps can help you create and manage your own perfect customer lifecycle and lead to long-term profitability.

Steve Anderson, CIC, authored this piece. He is an authority on insurance agency technology, productivity and profitability. Check out his free weekly newsletter, “TechTips,” and other resources for the insurance industry on his website, steveanderson.com. Reprinted with permission from National Underwriter Property & Casualty.

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COVERAGES

Covering college kids

A question parents and their college-aged children don’t ask, but we need to ask, is, “Will these college students be covered under their parents’ Homeowners’ and Personal Auto policies while they’re living away from home and attending school?” The answer may be, “Yes.” However, the answer may be, “No.” And, sometimes the answer could be, “Maybe….”

[ 18 ]

Primary Agent | August 2014

o, why don’t you and I spend a few minutes together and review how the parents’ Homeowners’ and Personal Auto policies cover their children when they’re away at college.

Let me caution you. This discussion is based on the wording of the Insurance Service Office’s (ISO) Homeowners’ and Personal Auto forms. You know better than I do that many insurers have their own company-specific forms, and their policy provisions may not be identical to those found in the ISO forms. As always, consult your insurers’ forms to determine if their terms and conditions are the same, broader or more restrictive than the terms and conditions we’ll discuss today. The Millers’ 21-year-old son, Buster, and their 18-year-old daughter, Princess, have loaded their cars and are headed to college. Buster is entering his junior year, and Princess will be a freshman. Buster is sharing an apartment with three of his fraternity brothers, and Princess will live in the dormitory.

Homeowners’ policy Will their “stuff” — clothes, computers, TVs, music systems, books, etc. — be covered under their parents’ Homeowners’ policy? Will they have liability coverage if they cause injury or damage to another person? The Homeowners’ definition of “insured” includes “a student enrolled in school full-time, as defined by the school, who was a resident of your household before moving out to attend school, provided the student is under the age of 24 and your relative.” Therefore, as long as Buster and Princess satisfy three requirements — full-time student, resided at home before attending school, and under the age of 24 — they’re considered an insured under their parents’ Homeowners’ policy. What if it takes Buster five or six years to complete his undergraduate degree or Princess decides to attend graduate school? If they reach the age of 25 before completing school, they’re no longer insureds. However, there is an ISO endorsement, Additional Insured — Student Living Away From the Residence Premises (HO 05 27), that can be used to extend coverage under the parents’ Homeowners’ policy to the student who is age 25 or older. Since Buster and Princess are insureds, their “stuff” will be covered for the same perils as the personal property located in their parents’ home. However, it could be limited. The Homeowners’ policy’s limit of liability for “personal property usually located at an ‘insureds’ residence, other than the ‘residence premises,’ is 10 percent of the limit of liability for Coverage C, or $1,000, whichever is greater.” Therefore, if the Millers’ home is insured for $200,000 and they have a personal property limit of $100,000, the “stuff” belonging to Buster and Princess is limited to $10,000. This may be enough for Buster, but probably not for Princess. (I’ve raised a son and a daughter!) Again, there is an ISO endorsement to address this problem. The Personal [ 19 ]

———————————————

As long as Buster and Princess satisfy three requirements, they’re considered an insured under their parents’ Homeowners’ policy. ———————————————

———————————————

One area where the Homeowners’ policy provides broader coverage for a student’s personal property than for their parents’ personal property is if the loss is due to theft. ———————————————

COVERAGES

Property at Other Residences endorsement (HO 04 50) allows you to purchase an additional amount above the 10 percent of Coverage C limitation. One area where the Homeowners’ policy provides broader coverage for a student’s personal property than for their parents’ personal property is if the loss is due to theft. Under the peril of theft, the Homeowners’ policy excludes loss caused by theft “that occurs off the ‘residence premises’ of property while at any other residence owned by, rented to, or occupied by an ‘insured,’ except while an ‘insured’ is temporarily living there.” However, this exclusion then states, “Property of an ‘insured’ who is a student is covered while at the residence the student occupies to attend school as long as the student has been there at any time during the 60 days immediately before the loss.” This exception to the exclusion provides coverage for the personal property of college students when they’re home between semesters. One last comment on Homeowners’ coverage for college students. If they’re living in an apartment rather than a dormitory or a fraternity or sorority house, and qualify, purchase a Tenant Homeowners policy (HO-4). It’s worth the few extra dollars. I’ve been there, too!

Personal Auto policy Buster and Princess probably have their own cars. After all, it would be un-American to send a child off to college today without their own automobile. Are there any concerns here? Could be.

Who owns the cars? If titled in the kids’ names, then they need their own Personal Auto policies. What limits will they buy? Probably minimum. Since they’re “family members,” will they have any coverage under their parents’ Personal Auto policy? No. The Personal Auto policy excludes liability for “the ownership, maintenance or use of any vehicle, other than ‘your covered auto,’ which is owned by any ‘family member.’” If the Millers have a Personal Umbrella, will Buster and Princess be insureds under that policy? Probably. However, in the event of a serious liability claim against Buster or Princess, there could be a major gap of no coverage since Buster and Princess did not purchase and maintain the underlying auto liability limits required by the Personal Umbrella insurer. I think this is a problem that frequently exists when the kids own the cars, buy the insurance and expect to have coverage under their parents’ Personal Umbrella policy. Unfortunately, I’ve also been there. What if the cars driven by Buster and Princess are owned by the parents? No problem as long as they keep those cars listed on the Millers’ Personal Auto policy. But, what if Mr. and Mrs. Miller are tired of paying those high premiums for the car driven by Buster and they tell him, “When you get settled in school, find a local agent and buy an auto policy in your name.” The Millers then remove that car from their Personal Auto policy.

[ 20 ]

What liability limits will Buster buy? Minimum. That’s guaranteed! Remember, the parents still own the car. A good agent will probably discover whose name is on the title and list the Millers as named insureds on this minimum limits policy. A sorry agent may issue this policy in Buster’s name. If Buster is involved in an accident, if the Millers are the named insureds, they will have those minimum limits. If the Millers are not named on the policy purchased by Buster, they could still be covered as “family members.” However, be careful here. Buster is probably insured with a nonstandard insurer whose terms are not as broad as the ISO Personal Auto policy. What about coverage under their Personal Auto policy that has a liability limit of $300,000? No coverage there. The Personal Auto policy excludes liability for “the ownership, maintenance or use of any vehicle, other than ‘your covered auto,’ which is owned by you.” Again, a gap before the Personal Umbrella responds. Too often parents of college kids think if they transfer the auto insurance to the kids, they’re getting rid of the exposure. Not true. In order to transfer the auto risk, you have to transfer the title.

Cheat sheet Let’s wrap this up…. w Make sure your insureds’ children who are away at college are still considered “insureds” in the Homeowners’ policies you write.

Want to partner with a reliable agency? Ready to sell your insurance agency? Want to retire, or sell part of your book? Or are you ready to expand your services and products?

w Increase the 10 percent of Coverage C limitation on the student’s personal property, if necessary. w Write a Tenant Homeowners’ policy for the student, if possible. w If the parents still own the car being driven by the student, that car should be insured under the parents’ Personal Auto policy. w If the parents want to take the student off of their Personal Auto policy to save money and have the student purchase the insurance, they should transfer the car to the student.

If you answered yes to any of these questions, contact me:

Judy Dodds

Business Development Manager 302-299-4776 jdodds@aaamidatlantic.com

Will those college students be covered under their parents’ policies? That’s up to you!

Jerry M. Milton, CIC, IA&B education consultant and coverages expert, wrote this article.

My Events A U G U S T

2 0 1 4

Date

Topic

Location

William T. Hold: Dealing with Disasters

Mechanicsburg, Pa.

CISR Commercial Property

Philadelphia, Pa.

CISR Personal Lines Miscellaneous

Baltimore, Md.

11-12

James K. Ruble Graduate Seminar

Hershey, Pa.

CISR Commercial Casualty II

Mechanicsburg, Pa.

12-14

L&H Licensing Study Course

Pittsburgh, Pa.

CISR Commercial Casualty II

State College, Pa.

Insuring Contractors Seminar

Mechanicsburg, Pa.

CISR Personal Lines Miscellaneous

Frederick, Md.

Insuring Contractors Seminar

Newark, Del.

18-21

CIC Personal Lines Institute

Philadelphia, Pa.

CISR Personal Auto

Erie, Pa.

CISR Personal Auto

Pittsburgh, Pa.

[ 21 ]

Primary Agent | August 2014

Technology U P DAT E

CHANGE YOUR EMPLOYEES’ VIEW OF CHANGE

DANIEL BURRUS Daniel Burrus is considered one of the world’s leading technology forecasters and strategists. He is the founder and CEO of Burrus Research, a research and consulting firm that monitors global advancements in technology-driven trends to help clients better understand how technological, social and business forces are converging to create enormous, untapped opportunities. The New York Times has referred to him as one of America’s top three business “gurus” in the highest demand as a speaker. For more information on the services and products offered by Daniel Burrus, please visit burrus.com.

The general thinking is that people don’t like change. In reality, humans are born loving change. Think about it … babies cry until you change them. Also, why do we take vacations? Because we want a change. We need to get out of our usual surroundings and see something new. In this case, change is a choice, and we like it. But there is also a negative side to change, and that is when the change affects you personally and you didn’t see it coming. However, most of those changes that come “out of nowhere” are actually very visible months or even years before the change hits. When do people get burglar alarms? After being robbed! We all tend to react to change and put out fires more than we anticipate what will happen based on the direction change is heading. It’s time to become more anticipatory in terms of change so you can see it coming. Only then can you use change as an

opportunity for growth rather than a crisis to be managed. How to be anticipatory There are two types of change that you can use to see the future accurately. First is cyclical change. You’re in the midst of cyclical change every day: weather cycles, biological cycles, business cycles … these are all examples of cyclical change. In the United States, you know exactly when the next presidential election will be, when the next full moon will be, plus many other key things that cycle with [ 22 ]

time. You know that if the stock market goes up, it will eventually go down. Cycles are everywhere; you just have to be aware of them. The second is linear change. Once this type of change hits, you’re never going back to the old way. For example, once you get a smart phone you’re never going back to a dumb phone. Once the people in China park their bicycle and get a car, they will not go back to the bicycle as their primary form of transportation. It’s one-way change with many predictable consequences.

Primary Agent | August 2014

When you look around and determine what cycles you experience in your business, as well as what linear changes have been happening and then look out from there, you can turn the predictable changes into an advantage. That’s how you can be anticipatory and turn much of today’s uncertainty into certainty. Certainties fall into two categories: Hard Trends and Soft Trends. A Hard TrendTM is a projection based on measurable, tangible, and fully predictable facts. A Soft Trend is a trend that “might” happen. That means you can change or influence a Soft Trend. For example, saying that Baby Boomers will age is a Hard Trend—it will happen; it’s a future fact. But saying because over the past ten years fewer people have been becoming doctors means there won’t be enough doctors to treat aging Baby Boomers is a Soft Trend—it’s something we can choose to address or ignore; it’s a future maybe. Being the able to tell the difference between the two will enable your organization to transform its culture into one that profits from change, uncertainty, and burgeoning trends. Change the view To get employees at all levels to embrace change, you have to give them the confidence that certainty brings by having them get involved in identifying the Hard Trends that will happen. Therefore, encourage them to… 1. Make a list of all the Hard Trends that are taking place in your industry, so you know what you can be certain about. 2. Make a list of all the Soft Trends taking place in your industry, so you can see what you can change or influence. [ 23 ]

3. Answer: What do I know will happen in the next few weeks, months, and years? And how can I innovate to take advantage of what I now know for certain about the future? Additionally, let your employees know one more certainty: that their roles will change over the next five years. Tell them, “The people you report to can define what your new role is, but it would be better if you dictated your new role based on Hard Trends. You can either allow yourself to become less relevant or even obsolete, or you can see where your career is going and get the training and tools you need to become increasingly relevant and thrive.” In addition, have them go to

www.certainties.com for a list of the 12 career certainties that will shape every profession going forward. Finally, realize that how you view the future shapes how you act today. And how you act today shapes your future. Therefore, your futureview becomes the future you. What is the futureview of your employees, business partners, and customers? When you manage the futureview and elevate it based on the Hard Trends and the certainties that are before you, your employees will actually embrace the changes before them. Remember, the good old days are not behind us. They’re ahead of us. Let’s make them happen together.

Why choose MBG? “What makes Mutual Benefit’s Commercial Department so unique is that we can contact all levels from our underwriter to the department vice president to our marketing representative, and they all get involved in the account. We have had a couple of accounts that we may have lost if it wasn’t for the creativity of these people in helping us retain them. Truly a wonderful company to do business with. They are people who care.”

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