For the fast food industry, competition is brutal. Every opportunity to eke out another percentage point of the market is sought out and taken. The “Have it Your Way” campaign was much more than just a catchy slogan and tune; it was a re-engineering of how Burger King made and assembled hamburgers. Leveraging the technology of the time and developing a creative use of those tools allowed them to, forgive the pun, put meat behind the promise of delivering your food exactly how you wanted it in the same timeframe as the competition.

The pairing of service and technology hasn't changed since that time nor, I suspect, will it ever change. What has changed is the level of technology and the intensity of customer demand and expectations. And, as they say, necessity is the mother of invention–and boy, has she been inventing.

Like most technological developments, what spurs the creation of any given technology is often not what propels its advancement. The typical story told to demonstrate this concept is the invention of the telephone. Alexander Graham Bell, best known for inventing the telephone, was actually working on a system that would help the deaf hear. Bell's mother and wife were both deaf and so it was a very personal cause of his.

But while it didn't achieve the objective he had set for his experiments, the resulting telecommunications industry was probably the last thing he was thinking about.

What makes the mix of service and technology really work is when you add a dose of creativity. It's only then that the true potential can be imagined for the next invention.

Therefore, when the first PDAs came out, or the tablet computers or the iPhone, for that matter, they were touted as being useful for the individual who owned the device. Any broader value potential was not in the initial thinking. It's only when you apply creative thinking to the blank slate of innovative technology that you can see the true purpose and value.

Many years ago, when the initial concepts of a tablet computer were first discussed among business people, I remember attending a meeting with a number of stakeholders where the idea of capturing ACORD forms (the “glass ACORD form,” as it was referred to internally) was proposed. The purpose was to be able to bring the electronic data collection process out into the field–allowing agents to gather information during a sales call, or an adjuster taking down loss information, all of which would then be transmitted to the agency management system back in the agent's office.

In this particular case, the benefits of such a system outstripped the capabilities of the technology of the time. But now that technology has made such ideas possible with devices like the iPad or the various Windows tablets, the needs for improving customer service have changed.

There are a number of carriers that have recognized the value of smart phones and have created apps for providing clients access to their policies or apps that take advantage of the camera function and allows them to submit all the information for a first notice of loss.

Companies such as State Farm, Nationwide, USAA, GEICO and Progressive are just a few that have developed their own apps to provide enhanced client services by allowing them to more closely manage their own accounts.

I know by now most of you are thinking about technology and its impact on client service from the perspective of, as my wife states when I buy a new gadget, “a cool new toy.” But the truth is, the coolest, neatest new technology is not a toy or gadget, but a process; it's real time (www.getrealtime.org), and you should all know about it. Check out the website. It is most definitely customer service-focused and is really only possible in these last few years because the technology and standards are available to support it.

But real time is not just focused on improving customer service; it also provides opportunities for customer service reps to not just service clients but to sell to them, as well. With real time, the answers are nearly instantaneous, and therefore, by markedly reducing the time it takes to respond to a client's request, the CSR can use the time to grow the book of business, cross sell coverages, increase limits, etc. Not only are you better able to serve the customer, but you also can service the needs of your staff to grow their own potential income and develop a more enticing career path.

So what are some other examples of technologies that you can think of that might result in improved customer service? What are some new gadgets that have the potential to solve insured problems or improve your relationship with your markets?

How else can you leverage technology to improve your business and stay ahead of the competition? These are just a couple of the questions you should be asking yourself.

We've talked a lot about social media as a way to improve marketing and communications. You also should know that websites need to be more than just electronic marketing pieces but a means to drive customers to your storefronts.

How about this as an idea for using technology to enhance client service: Why couldn't we help clients solve a very real problem by allowing them to download copies of their policy more quickly by using a device like the Kindle from Amazon.com? There are information security issues from the carrier's perspective on the sending side that have yet to be addressed, but I still think it's possible.

Why not leverage video on your website to tell positive stories of how insurance, and your agency's service, solved a particular problem for a client or went above and beyond during the last natural disaster to hit your community? In fact, ask your satisfied customers to be on camera; it's always better to have someone else “pat you on the back” rather than doing it yourself.

Independent agents excel at offering a variety of products, finding the right markets for the right clients and providing unparalleled service. If you can find ways to exceed peoples' expectations and let them know about it, your prospects will beat a path to your door. Technology is definitely a tool to help you accomplish that goal. But remember, it's only one piece of the equation. Having the right attitude and mindset and a creative view of things is the real essence of a great agent.

Finally, let me close by saying that despite the focus of this column, you should never let technology drive your business decisions. Technology is only a tool–a very productive and valuable tool, but a tool nonetheless.

Technology and service–how do your clients want it?