Channel Harvest Research and Insurance Journal have announced a major new study in the Independent Agency System, to be fielded in April, that will probe agents’ attitudes toward carrier relationships and the insurance companies they represent—with a special focus on larger regional carriers, often called “super-regionals.”
The survey is designed for carriers seeking to understand in an unbiased fashion what agents look for from carriers, and how specific carriers and their competitors are rated by agents. The survey will provide strategic, actionable information for:
• Super-regional carriers (about their peer companies).
• Smaller regionals (that are growing and/or competing with larger regionals).
• National carriers competing head-to-head with regionals in certain areas of the country.
The syndicated research—with multiple subscribers sharing the cost—will provide an objective complement to any proprietary surveys carriers may do. This project will provide hard data and a strategic roadmap for carriers looking to boost their business in the challenging year ahead. The survey will address such key questions as:
• What are the most important characteristics in agency benefits and service from carriers when agents choose those to place business with?
• How do agents rate regional carriers they have worked with—on 20 different factors?
• How do agents rate specific carriers overall compared with the industry?
• And many other important issues.
The findings will be released in a special report, “How Independent Insurance Agents View Business with Large Regional Carriers,” in May.
For more information on the study, contact John C. Campbell at (202) 363-2069.
Channel Harvest is a survey research partnership specializing in the critical relationships between insurance companies and their sales channels. This venture combines the experience of two veteran firms—insurance branding specialist Aartrijk (www.Aartrijk.com) and syndicated researcher Campbell Communications (www.campbellsurveys.com)—to deliver unprecedented insight into insurance distribution.
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