Well-intentioned carriers sometimes have a problem when they ask agents what they want. One agent will ask for one thing, another something else. Not only do agents seem not to agree among one another, some cant even agree with themselves. I observed an agent in the back of the room at an industry panel quietly vilify a carrier on the panel for its refusal to adopt ACORD XML standards then walk to the front of the room to sing its praises. Whats a carrier to do?

Most carriers sponsor agent focus groups or advisory committees, and sometimes they do agent surveys, but it would be a mistake to think these sources of information are the last word in sounding the depths of agency understanding. These processes often cover too few agencies or self-select toward skewed results. It makes sense to find other sources of information as well that are broader and deeper.

Four are particularly worth paying attention toin part because they arise mainly out of efforts of the agents themselves. They include the IIAA/Reagan Consulting Best Practices Studies, the IIAAs (Independent Insurance Agents of Americathe Big I) Future One 2001 Technology Study, the dialog process and publications of ACT (Agents Council for Technology), and the AUGIE agents survey (see the sidebar).