(Read an article, "Real time launches 21-day challenge.")

Time for real time
Since mid-2007, the Campaign has served as the cornerstone of activity by agents, brokers, agency management system user groups, carriers, vendors, associations and others to drive improved workflows throughout our business. To date, we have seen a marked increase in the availability and adoption of real-time functionality. The industry has come a long way in just a few years.

When the Campaign first started, people thought real time was a specific commercial product we were selling. Then they met Eddie, our adorable ease-of-doing-business mascot. They saw him in ads, on the Web and at trade shows. More important, they learned that real time is actually a functionality built into agency management systems and comparative raters that allows for faster communication between agency and carrier.

As carriers and vendors expanded their real-time offerings, agents and brokers found it easier to, with the click of a mouse, move right from their management system or rater to the exact place in a carrier system they need to be to complete an inquiry or quote a piece of business. And all of the information goes from the agency to the carrier system automatically.

More than two-thirds (69 percent) of agent and broker employees who took part in a recent survey indicate they use a real-time tool within their agency management system to begin real-time inquiry or service transactions. This represents nearly a 30 percent increase over last year's survey results, in which 54 percent of respondents said they did so.

Those who use a real-time tool said that personal lines billing inquiry and personal lines policy inquiry transactions were used most commonly, by 88 percent and 85 percent, respectively. In commercial lines, 74 percent of "real-time" agencies said they make billing inquiries using real-time tools in their system; 69 percent use the tools for commercial lines policy inquiries.

(Read an article, "The war on keystrokes.")

Help with habits
To encourage more agencies to make real time their predominant workflow, this year we launched the Real Time/Download Campaign 21 Day Challenge. The Challenge represents a comprehensive approach--one that takes 21 days--to making Real Time part of the agency lifeblood and its implementation part of their employees' daily routine.

Agencies are checking out the 21-Day Challenge Web site (getrealtime.org/21DC) and using the information provided there. Carriers are reporting a jump in new users since the Challenge was launched, and vendors are getting more calls from agencies interested in learning how real time might work for their agency.

The Challenge offers entry points for any agency:
o Those with little or no experience can become more familiar with rteal time and how it works by visiting the "New to Real Time" section;
o Agencies and brokerages that have a staff member interested in leading the transition to real time can kick the tires and get prepared by taking the Champions Challenge; and
o Those organizations ready to dive in can sign up their organization for the Agency Challenge.

Each section includes information necessary to move the agency forward in its quest for increased efficiencies using the latest technology and up-to-date workflows. Help sections and day-by-day tactics are prevalent. Agencies and brokerages can take the challenge without registering, or they can provide contact information that carriers and vendors can use to encourage them and offer support along the way.

Agencies that have not made use of real-time functionality are missing out. Real time simplifies data entry by agency staff by eliminating the need to rekey customer information. Once staff keys information into the management system or rater, they do not need to enter it again--anywhere.

(Read an article by Rick Gilman, "Responsibilities of change.")

Tried it, liked it
These agencies tools report significant time-savings. Many peg the number at a half-hour or more per employee per day. That's more than 10 hours per month per staff members. Download--the electronic transmission of carrier data back into agency management systems and a key element in the successful implementation of real time--is saving another 30 minutes, agencies report. Combined, this means seven people can do the work that eight do without real time and download.

In today's marketplace, forward-thinking agencies are not simply using time saved to reduce headcount, though. They are refocusing staff efforts. Instead of just processing transactions, customer service professionals are being trained and rewarded for sales. With redundant entry a thing of the past, service staff can spend more time rounding accounts, up-selling and cross-selling.

The ability to use and reuse data that already exists within the agency database allows faster access to more markets. In the face of fierce competition, this is particularly important. Agency staff can get more information, more quickly, from more carriers, so they can be sure they present the best options to prospects and existing clients.

Immediate access to client information--whether in the agency database or through a simple click to the carrier system--allows real-time enabled agencies to boost customer service; staff can find and share answers on the spot.

Employees can process endorsements in real time, as well; they can even explore various scenarios and work with the customer to select the most appropriate option.

A side benefit--but one that may trump all of the others--also exists: by incorporating real time and download into consistent agency workflows, organizations can significantly reduce their risk of staff errors and omissions.

Finally, as agencies implement real time and download, employees find themselves doing less menial work and are able to help customers more quickly and confidently. As this occurs, employees are happier. Of course, as those of us in the agency arena know, satisfied employees produce--and retain--satisfied customers.

(Read an article, "Agents tell carriers technology lacks ease of use.")

Now is the time

Given the convergence of a highly competitive market and the availability of leading-edge automation like real time and download, the time is right to make a change and create new habits.

Agencies and brokerages that have never implemented the technology should check with their automation provider to see how easy it is to get started. Often, the functionality exists and simply needs to be turned on.

Those that have tried real time or download before, and stopped because it did not meet expectations, should try again. Since the Campaign began in 2007, the number of carriers offering real-time functionality has virtually doubled. Also, great strides have been made in boosting accuracy of personal and commercial lines download; now, more than ever, having this downloaded data helps real-time transactions function more efficiently.

Finally, agencies where usage is inconsistent should work to encourage broader adoption by familiarizing staff with preferred workflows and rewarding those who take part.

The 21-Day Challenge can help in each situation. It's a low-stress way for agency staff to try real-time workflows and make them a habit, which will drive greater agency profits and lead to improved client services and increased employee job satisfaction.

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Cyndy Smith, vice president and director of technology at Syracuse, N.Y.-based Haylor, Freyer & Coon; and Karen Youngman, CPCU, personal lines manager at Don Allen Agency, Inc., in Rochester, N.Y., are co-chairs of the industry-wide Real Time/Download Campaign (www.getrealtime.org).