WebFSC: Is It Hype or Help’

There was quite a commotion over at the FSC (Facilities & Service Corporation) booth at the recent Alliance convention, according to various reports.

My editor says, “You know, John, a lot of people are talking about this WebFSC, but is it any good?” Maybe I read too much in between the lines, but it sounded like a chance to do some “investigative reporting.”

So, I got on the phone and gave FSC a call. WebFSC is FSC’s Online Personal Lines Rater. For consumers, it is an interactive set of forms that, once completed, will return to them a comparative rate over the Internet in real time or to the agent’s desktop for follow-up.

I asked them to e-mail me any materials as well as URLs for testing out the application, as well as an agent site that actually was using the WebFSC application. That afternoon I received an e-mail and by the next day I’m testing it out and following up with Steve Moulios, their director of corporate sales.

After testing out the system, trying out the agency profile application and filling in a few techno-gaps with Moulios, I can see why the recent conference was FSC’s most successful in their entire history.

But let me explain the reason for my praise.

When I talked with Steve about the development of the application, he made the comment that it was geared toward the agent first. Not a company app passed down to agents. Not a site that bypassed agents completely. In fact, the success of WebFSC is dependent on agent implementation.

To maximize that usage and deployment, there are some really nice features built into the application. An agent’s WebFSC pages are customizable to retain the logo and color scheme of an agent’s current site. This way the consumer doesn’t feel shipped off to another site. In a day where consistency of brand is key, this is an often-overlooked but important feature.

Another is that WebFSC can be customized so that instead of an instant quote, the data is collected and passed on to the agent who can then follow up with a quote by e-mail, phone or fax.

Plus, there are a lot of little things that FSC has addressed: i.e., the ability for agents on the back end and consumers on the front to dynamically see and choose coverage types and payment options. With WebFSC, agents get the power and ease of a site like InsWeb, but on the agent’s own website and the agent’s own terms.

The Agency Profile tool handles that. Using it, I was able to change marketing and instructional text as well as e-mails, fees and coverage options.

Really and truly, the WebFSC application is a link or two from an agent’s website that directs users to the WebFSC engine. The forms are fully interactive which is great for two reasons. One, it changes depending on what is entered and verifies that the information is valid. For example, when I put in the ZIP code 90210, it dynamically changed and asked me to choose a specific area. When I left out my last name (on purpose), it checked to make sure I had something there.

According to Moulios, the info form works with as little as a name, a ZIP code and a means of contact. The second reason is that the interactivity gives the consumer flexibility in filling out the form and the feeling of not having to go through 26 pages of forms just for a quote on auto insurance.

Notice what I’m getting at? The customer is doing all of the data entry and the application is dynamically and interactively making sure that the necessary information is in place and in the proper format. Call it interactive data filtration, call it smart. You would not believe the number of times I’ve heard agents talk about how it’s sometimes easier to re-key the data that has come in because the ZIP code was a digit off, the contact number didn’t have the area code or a host of other data/form problems.

Once the form is filled out and the “submit” button is hit, several things happen. First the consumer is directed back to the page(s) specified by the agency profile (which is usually the agency home page). The WebFSC server automatically fires off an e-mail back to the agency contact. In the e-mail, the prospect’s data is included and so is a WinFSC attachment. When the attachment is clicked, it opens up WinFSC with all the data imported and ready to go, allowing shorter turnaround and processing.

Need to make changes on the fly to your WebFSC application? The agency profile application is an easy tool, whether you need to add/remove carriers or select markets. The agency profile is database-driven, minimizing the downtime for pages to be updated. And speaking of updated, since it’s all based on the WebFSC server they are handling all of the upgrades.

It doesn’t take much to get WebFSC up and running, nor does it take much to keep it updated. All you need is a website and a browser. FSC supplies you with a couple of links to get people from your site to your WebFSC pages and back. Once those are added to the page code and page, you’ll be using your browser to keep your pages up to date. It took me all of about three minutes to work through the agency profile to get my page in shape.

The only potential added extra is that you will obviously need WinFSC. WebFSC is designed to work with WinFSC and will not work with other raters, nor will it work with FSC’s DOS rater. This may push the price point up, but if WinFSC was designed in the same manner as its web counterpart, then it deserves a look.

Currently, FSC only offers comparative auto rates, but by the time you read this, they should be close to rolling out homeowners. Moulios says that the intent is to put other lines such as renters and motorcycles out as well.

I write a lot of columns about technology providing opportunities for agents. I will say this: WebFSC is one of the most agent-focused products I’ve seen in a while.

Technocracy is a regular column designed to examine and explain new technology and how it applies to the insurance industry. Readers are encouraged to e-mail questions or comments to John Chivvis at ijwest@insurancejournal.com.

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