We appreciate all those that participated in the focus group . The information learned helps us better understanding the changing needs of members . •
ASSOCIATION
KAIA HOLDS MEMBER FOCUS GROUP
MEMBER NEEDS INCLUDING CE AND MARKETPLACE SUPPORT DISCUSSED
On June 20 , KAIA held a focus group attended by members of all committees to discuss member needs and gather additional feedback on the results of our member survey . Approximately 40 members joined the focus group which included a good mix of different positions within the agencies and various experience levels in the insurance industry .
The group started with a general discussion on the Kansas marketplace with many describing it as “ hard ” and “ very challenging ”. Attendees felt carrier appetites and underwriting guidelines had become much stricter and severely tightened in the past several years .
Agencies are spending much more time in remarketing customer accounts with over half of attendees currently remarketing at least 50 % of customers ! Changes in carrier appetites combined with increased renewal workload has made new business production even more challenging . From a coverage accessibility and limits standpoint , large property , lessor ’ s risk only , and habitational remain particular challenges .
Educational classes , which the member survey ranked as the number one member benefit , were discussed by the group . When asked about the main driver of value in education , 71 % of the attendees said they value learning and good content over simply obtaining CE credits .
However , nearly all participants said they do not have a professional development plan for employees to help guide which classes would serve them best in their current role and for professional growth . This was an area they felt the association could help provide direction . When not utilizing the associations education resources , members commonly utilize carrier educational offerings .
The education needs within the agency continue to be mixed with technical coverage proficiency , soft skills like time management , and sales development being primary needs . Opinions on the importance of designation programs were mixed . Many put the priority on a learning pathway of acquiring knowledge from quality content over the designation . But some felt larger customers may recognize and value designations . All had concerns about the cost of the designations .
There were three primary areas where members could use help when it comes to agency operations . These include developing procedures and workflows , strategic planning , and hiring and talent development .
When it comes to producer management and accountability , many attendees liked the idea of creating a mentoring program where producers or account manager could have periodic calls and checkins with an experienced insurance professional . This could reduce the burden on the agency owners in helping employee ’ s problem solve and develop professionally .
In addition , some of the back-office support challenges agencies are experiencing include reviewing policies and endorsements for accuracy , quoting renewals , and certificates of insurance .
We appreciate all those that participated in the focus group . The information learned helps us better understanding the changing needs of members . •
6 KANSAS INSURANCE AGENT & BROKER