Customer service

The insurance industry received repeated criticism for failing to develop e-business capabilities quickly enough during the dot-com frenzy. Now, it appears that insurance companies are catching up with competitors in other sectors of the financial services industry.That's a conclusion of a recent survey of 150 North American financial services organizations conducted by Chicago-based research and consulting firm Andersen (formerly Arthur Andersen).

It's been a tumultuous year for Safeco Corp. In January, former CNA executive Mike McGavick was named Safeco's new president and CEO. In July, Michael LaRocco was appointed president and chief operating officer of the insurer's $2.6 billion personal insurance business. And in September, Yom Senegor, from Accenture, was named CIO.

Insurers such as Seattle-based Safeco Corp. and The Hartford Financial Services Group, Hartford, Conn., are providing Web-based tools for agents to target key prospects (see pg. 28). Many insurers are also using the Internet for target marketing by building portals for specific affinity groups.For example, The Prudential Company of America launched www.prufn.com for the affluent community; Farmers Insurance Group launched teachers.farmers.com; and Metropolitan Life Insurance Co. has a Web site for parents of children with special needs.

In its most basic form, Webster's dictionary defines "customer" as "one who buys goods and services." In many businesses across Corporate America, this definition-however vague-serves as a roadmap to a more holistic internally developed interpretation.

Over the past four years, independent surveys that measure and project online insurance trends have delivered what's become a recurring diagnosis: When it comes to the functionality of their Web sites, carriers remain a step behind banks and brokerages.And while two new reports conclude that carriers have made strides in narrowing the Internet gap, the reports also highlight the industry's continued e-business shortcomings.

Life and health insurers to date have been slow to sell policies online. But within the next four years, carriers will sell $12.8 billion in life and health products on the Internet-up from $1.1 billion last year.That's the conclusion of a forecast released by IDC, a Framingham, Mass.-based technology research firm. The growth in online life and health insurance sales will be spurred by several factors, according to IDC.

Although insurers are just now wading into the Web-based small business insurance market, research indicates this approach has great potential to improve carriers' revenue streams.There are an estimated 5.7 million small businesses in the U.S. with annual revenues between $50,000 and $500,000, says Matthew Josefowicz, an analyst with New York-based Celent Communications. He is the author of a recent report, titled "Web-Enabling Small Business Insurance Policy Origination."

It began as a mail-order business in 1922, providing automobile insurance to U.S. military officers who moved often and could not get coverage from other carriers. Today, United Services Automobile Association, better known as USAA, ranks as one of the best companies in America for providing customer service.With 4.5 million customers and $62.5 billion in assets, USAA placed first as the most reputable financial services company in America in the Financial Services Reputation Quotient study conducted by Harris Interactive, American Banker (a Thomson Financial publication) and the Reputation Institute. USAA also recently received top awards in the life, auto and home insurance categories from readers of Worth magazine.

Many Web experts frown upon screen-scraping technology because, in Internet time, screen-scraping is a slow, cumbersome process. But Anne Castro, chief design architect at Blue Cross Blue Shield of South Carolina, doesn't buy into that argument.The service her company is providing on the Internet is not "a moment-in-time service," she says. "It's a file cabinet of all the business people have with us."

The "Good Hands" people want to grab a bigger share of their customers' wallets. Allstate Corp. plans on launching its long-anticipated Internet bank by September 30 with a host of retirement, savings and investment products.Initially, the Northbrook, Ill.-based company is training its 2,000 agents in California and 1,200 agents in New York to refer policyholders to the new bank, which recently received a full-service thrift charter from the Office of Thrift Supervision.

Allstate isn't the first carrier to combine insurance and virtual banking. In February 1998, Principal Mutual Life Insurance Co. opened Principal Bank, and in November 1998, State Farm Insurance Cos. launched State Farm Bank.Although both banks still limit their marketing efforts to current policyholders, they still have achieved sizable growth in the past year. Principal Bank now has 34,300 accounts and $975 million in assets. The bank also has $900 million in deposits from checking, savings and CDs, in addition to issuing some 23,000 Visa credit cards.

Because they typically provide customers with unequivocally sound advice on investment strategies, securities brokers and other financial planners rarely have to respond to an implication known as caveat emptor, or "buyer beware."

Over the last two years, a number of Web sites have formed expressly targeted to brokers with expertise in the small-business insurance segment. One of the providers that has withstood the dot-com purge is BenefitMall.com, a Dallas-based online exchange for small-business employee group benefits plans.The provider, which saw its premium volume increase 40% last year, owes its success to a couple of strategies, chiefly the formulation of an internal executive management team that combines experience in both IT and insurance. With a proprietary rating and quoting engine in place, brokers can get quotes from multiple carriers and submit an application through BenefitMall in the format that a particular carrier requires. Brokers don't pay a fee to conduct business with BenefitMall, but carriers do-paying a commission based on premiums sold.

At a time when U.S. companies are cutting back on health care benefits and the number of uninsured Americans continues to grow, Web-based companies are stepping up their efforts to attract individuals and small-business owners.It's estimated that 43 million Americans do not have health insurance. In targeting this untapped market, Web-based insurance companies continue to expand their products and service offerings, and are actively pursuing more partnerships with both online and offline insurance providers, financial groups, civic organizations and other businesses.

Insurance carriers and their employer customers face two diametrically opposing challenges regarding Web-based employee benefits programs: online benefits programs that are rarely used or those that are accessed too frequently.Specifically, if a majority of employees aren't sold on the virtues of accessing benefits information via the Internet, the return on investment for the program's sponsors can be delayed or vastly reduced.

The rise and fall of San Francisco-based eCoverage Inc. isn't the only dot- com whose demise has surprised industry experts.In late April, Chicago-based Iwix.net, the first independent business-to- business online marketplace to link agents and brokers with specialty insurance carriers, ceased operations after failing to raise additional funding.

Less than two years ago, San Francisco-based Internet auto insurance provider eCoverage Inc. made a proclamation seemingly as bold as it was preposterous.Promising that "the insurance industry is history," eCoverage executives launched an automated quote-to-claim operating model intriguing enough to make even ardent dot-com skeptics sit up and take notice.

Insurance agents by their nature tend to be anxious, especially when it concerns customer information. Coverage confirmation, billing information and personal data are critical pieces of information in any agent's customer database, and fast access to up-to-date data is an important customer service criteria.At DS Barkley Insurance Management Services, a Scottsdale, Ariz.-based managing general agency that underwrites nonstandard auto insurance in five states, meeting these informational needs for its 150 agents was more than a full-time job for its support staff.

ess than a year after launching an ambitious program targeting small-business owners via the Internet, Wausau Insurance has shut down its eWausau operations.The decision was stunning, given that the company in April partnered with InsureZone to offer its products to banks and Web portals.

The Internet will continue to be a major focus of insurers' technology spending plans, according to the findings of a new global survey of insurance industry leaders.The survey, conducted by The Economist Intelligence Unit and PricewaterhouseCoopers, reveals that spending on technologies supporting e-business initiatives will increase 89% over the next three years. More than 150 leading insurance providers including carriers, agents/brokers, reinsurers, banks, broker-dealers and dotcoms, participated in the study.