property insurance...let us show you how our targeted customer marketing programs achieve maximum...

Life changes create policy opportunitiesA recent national survey by Trusted Choice®

agencies found that at least 32 million U.S.

households own insurance policies that aren’t

right for them.

The coverage needs of a household or family

change over time. Lifestyle changes such

as the birth of a child, divorce or retirement

can greatly affect a customer’s need for life

insurance. Major purchases such as buying

a home or refinancing for extensive

renovations may also affect a customer’s

need for life insurance coverage to help

surviving family members with

mortgage payments.

These changes provide insurance agents

excellent opportunities for cross-selling and

upselling using communications tools such

as a newsletter to connect with customers

and educate them about the need for periodic

policy reviews and changes.

M a r k e t i n g U p d a t e s

INSURANCE

Catastrophes trigger upheavalReinsurers studying 2006 renewals have

seen a “tale of two markets” unfolding. The

market conditions an insurance company

faces depend on the level of U.S.

catastrophe exposure.

Companies with lines of business directly

affected by hurricanes Katrina, Rita and

Wilma experienced significant increases in

pricing and decreasing availability, while

other lines not affected by the storms

remained relatively flat.

One observation is that many primary

insurers have not been inclined to accept

rate increases across the board for

reinsurance protection. Experts also predict

more willingness to accept reinsurers rated

slightly lower than the AA to A- range that

has been traditionally considered acceptable.

PROPERTY INSURANCE

Online auto insurance bill payment makes senseAccording to a new survey sponsored by

Computer Sciences Corporation (CSC),

73 percent of auto insurance customers

would be willing to pay their premiums

online. The survey, which points to a

significant opportunity for both electronic

bill presentment and bill payment,

indicates that 88 percent of car insurance

customers receive paper bills by mail.

According to the survey, 56 percent

of auto insurance customers pay their

premiums by cash, money order or paper

check. The remaining 44 percent pay

electronically by some means, with half

of these paying by automatic funds

transfer from their accounts.

AUTO INSURANCE

Welcome to our premiere issue!See inside for information and an offer you won’t want to miss.

CHRISTOPHER D MARSHALLPII One Hardman Drive Bloomington IL 61701

P R E M I E R E E D I T I O N

Are your agents ready for the future?

I n s u r a n c e m a r k e t i n g e x p e r t i s e w i t h t h e r i g h t p e r s p e c t i v e , e x p e r i e n c e a n d t e c h n o l o g y

CRM is not just software

Expand your customer understandingSee inside for a

FREE SPECIAL OFFER!

One Hardman DriveBloomington IL 61701

FIRST-CLASS MAILUS POSTAGE

PAIDFMC33069

6an59292_issent_common.indd, Spread 1 of 4 - Pages (8, 1) 7/7/06 1:28 PM

34678

T a b l e o f C o n t e n t s


The growing need for multicultural marketing

The fact is, insurance marketing requires more than just industry knowledge. It requires insight. It’s essential that you, as well as your agents, understand exactly who your customers are and utilize the most effective communications to keep your company “top of mind” for customers and prospects alike.

Let’s talk issentials …

34

Think CRM is just software?6Legislative Update7Marketing Updates8

Let us show you how our targeted customer marketing programs achieve maximum results through:✔ Education and cross-sell/upsell opportunities

✔ Loyalty rewards programs

✔ Channel marketing solutions for your agents

Let’s talk and see what we can do for you. Call me toll-free at:

1.800.736.0145

Legislative Update:

The Insure U Congressional briefing On June 2, 2006, at the Capitol in Washington, D.C., the National Association of Insurance Commissioners (NAIC) presented their new literacy and consumer awareness campaign, Insure U. The campaign is one of the most ambitious consumer initiatives in the history of the NAIC and has two objectives: to help educate consumers about insurance and ways to avoid being scammed by imposter insurance companies. The Insure U curriculum is available at www.insureUonline.org and includes a basic introduction to the four major types of insurance — life, health, auto and home.

Federal legislators seek to limit use of Social Security numbersTwo bills introduced in the U.S. House would restrict the widespread use of Social Security numbers as customer identifiers in an attempt to curb the exploding problem of identify theft. The bills’ opponents in the financial services and insurance industries say passage of either bill would deprive them of a method for reliable identity verification and force costly changes in internal business operations, while doing little to prevent ID theft.

Excise tax on life insuranceThe American Council of Life Insurers (ACLI) wants to impose a 100 percent excise tax on any arrangement entered into prior to the fifth anniversary of a life insurance contract by which consideration would be paid to acquire or continue an interest in a life insurance policy, including premiums, as well as separate payments and fees to the insured. The Life Insurance Finance Association (LIFA), a nonprofit, professional trade association, adamantly opposes any such proposal to tax the already taxable transaction of life settle-ments. The impact of this proposal would be particularly harmful to seniors who would be precluded from selling their life insurance policies or from using them as collateral for a loan to obtain cash to meet their changing needs at a critical time in their lives.

“share of wallet” — at every stage

of the relationship lifecycle. These

stages include:

n Bonding, helping customers establish

profitable habits and setting expectations

for the relationship

n Growth, using data collected about

the customer to cross-sell and upsell

n Retention, reinforcing the customer’s

choice and defining the value

of the relationship

n Reconciliation, saving at-risk customers

and winning back those who have left

Bonding: A warm welcome for new customersIt costs five times more to acquire a new

customer than to sell to an existing customer.

Therefore, giving new policyholders a

powerful welcome experience sets the stage

for a relationship that will expand and grow.

A welcome kit that includes components such

as a welcome letter, company newsletter and

educational product materials can reduce

customer confusion and anticipate questions.

You can also include special offers or gifts

that give policyholders a sense of how much

you value their business.

An independent research study showed that

of customers receiving welcome kits:

n 82 percent read the material

n 63 percent said the kit helped them better

understand the company’s offerings

n 20 percent reported that the welcome kit

convinced them to try additional products

and services

A warm welcome goes a long way toward

protecting your investment in new business

acquisition. Remember: Though these

statistics are impressive, they are just the

beginning of what you can achieve by

focusing on the “customer” and the

“relationship” in your CRM program.

In the next issue of issentials, we’ll discuss

the growth stage of the customer relationship

and how data mining can help you cross-sell

and upsell your policyholders.

issentials 7

About the PublisherSince 1992, Progressive Impressions International (Pii)

has worked with Fortune 500 insurance companies to

develop marketing tools that support sales representatives

to enhance their productivity. Pii has the resources to

design, implement and support complete marketing

programs configured specifically to meet the needs

of the insurance industry.

One Hardman Drive

Bloomington, IL 61701

www.WhateverItTakes.com

© 2006 Progressive Impressions International. All Rights Reserved

Bill SoddyiNiche President800.664.0444 [email protected]

Welcome to the fi rst issue of issentials, the new publication

from the Insurance Niche specifi cally designed for insurance

industry marketers. We’re excited about this opportunity to

bring you some of the latest news about trends in insurance

marketing that we hope will enhance clients’ and prospects’

relationships with agents and policyholders.

In this issue, we’re providing tips for reaching a multicultural

market with relevant sales messages. We’ve also included an

article on fostering the entrepreneurial spirit in agents, plus

news from the world of marketing and updates on legislation

that affects the industry. We’re also beginning a four-part

series on Customer Relationship Management (CRM) with

an article that discusses the bonding stage of the relationship

lifecycle and how you can use a welcome experience to begin

long-term, profi table relationships with policyholders.

I hope that you enjoy this fi rst issue of issentials and fi nd it

informative and useful. We will publish quarterly, so look for

future issues and stay in tune with industry trends. If you have

questions, comments or topics you’d like to see covered, please

call me directly or e-mail [email protected].

I’d love to hear from you.

printing that lets your agents order personalized marketing materials for more local appeal while giving you control of corporate brand consistency.

For more information about Conductor, e-mail [email protected] or call 800.736.0145.

At Progressive Impressions International,

we offer solutions that incorporate technology

and customer communications expertise

for every stage of the customer

relationship lifecycle.

For more information about how our

solutions can work for you, contact me

at [email protected]

or call 800.736.0145.


6 issentials

Changes in the insurance industry are bringing new challenges, one of

which is customer relationship management (CRM). In the next few

years, companies will pour billions of dollars into CRM software

and technology, but will you get your money’s worth? If installing

a software package is all you do, the answer is “no.” Software and

technology are tools that can help with the “management” in CRM,

but to take care of your “customer” and your “relationships,” you

need more than technology. The success of your CRM program

depends on using that technology to communicate with customers

and take advantage of the opportunity to build long-term,

profitable relationships.

Turning new challenges into long-term profitability

In the past, agents maintained close personal relationships with

their policyholders, and customer communication was simpler.

Now orphaned policyholders and agents who have more clients

than they can communicate with effectively make it more difficult

for many insurance carriers to communicate with customers through

traditional channels. But you can see a measurable improvement in

long-term profitability if you view these challenges as opportunities to

communicate with policyholders through the variety of new channels

made available by technology.

The core of your CRM is ongoing communication with customers

so that your company can meet their needs — and take more

First in a four-part series

If you think CRM is just software, you’re missing a golden opportunity

Make your agents your CRM partners Your agents are the face of your company. Most agents know how important it is to communicate with clients through multiple channels, but many do not have the expertise or the budget to support a CRM program of their own. They may also suspect the carrier of “going direct” with clients to cut their commissions. Here are some suggestions that can reassure your agents that your CRM program will be profitable for them as well:

• Communicate in advance. Agents should be fully informed about all communications to their clients with details about offers, timelines, commissions and typical questions they may need to answer for clients.

• Give agents control. If agents have the option to choose which communications their policyholders receive and to personalize these materials with their own messages, they are much more likely to be enthusiastic participants in the CRM program.

• Protect agent compensation. Even direct sales should allow the currently assigned agent to participate in commission revenue.

6 issentials

Help shape your future success:

Get your agents to think like entrepreneursSome fundamental aspects of the insurance

industry may barely change over time. But

organized chaos and change are the order

of the day in areas such as client service,

new exposures, new public opinion, fee

structures, risk management and technology.

The combination of the time-tested, static

foundation with the dynamic operational

aspects creates potential opportunities. To

help position themselves to take advantage

of those potential opportunities and not be

left behind, insurance agents should begin

by examining the methods, tactics and

processes they use. Thinking like

entrepreneurs may help agents improve

their prospects for future success.

Harness the entrepreneurial spiritThe characteristics that help shape a

successful entrepreneur are not always

inherent. Many can be learned. Consider

how the following ways of thinking may

help your agents strengthen their potential:

• Always focus on the customer — See

everything you do from the perspective

of your customers and prospects. Get

into their minds and hearts. Know their

values, priorities, needs and objectives.

Constantly remind yourself that acquiring

and retaining customers is your

primary purpose.

• Erase the concept of failure from

your mind — Never accept defeat. Look

for opportunities in the face of setbacks

and changes. Learn from your mistakes.

Maintain your optimism and enthusiasm.

You need to believe in yourself and what

you are doing if you want your customers

and prospects to share that belief.

• Expand your knowledge —

Continuously educate yourself

about your industry, your target

market and your competitors.

No matter how much you already know,

there is no limit to how much you still can

learn. Seek training to improve your skills,

expertise and competitive edge.

• Embrace all ideas — Keep an open mind

to your own ideas and those of others, no

matter how offbeat the ideas may some-

times be. Creativity and ingenuity open

the door to possibility and progress.

• Seek opportunities — Always be on the

lookout for potential possibilities to take

action, to network, to gain a customer, to

make things happen or to try something

new. Opportunities may happen anywhere

and anytime. One agent in a large

Midwestern market turned a $400

investment into $4,000 worth of

commissions recently. He ordered his

company’s newsletters and then distributed

most of them by hand … at the train

station. He saw the opportunity to speak

to this captive audience in person and in

print while they were waiting together for

their morning ride to work — and he

reaped the rewards accordingly with new

customers and new business.

Get them readyDeveloping a plan to prepare your agents

for the future is vital to survive — and

thrive — in the uncertain, ever-changing

world. Begin the process now by instilling

and fostering an entrepreneurial attitude in

your agents. Arm them with the advice, tips

and marketing communications tools

they need.

issentials 3

Thinking like entrepreneurs may help agents improve

their prospects for future success.Conductor from Progressive Impressions International is a Web-based online ordering system with variable, on-demand


4 issentials issentials 5

Multicultural marketing:Are you communicating effectively in today’s diverse marketplace?Diversity is an integral part of America. People of various cultures come together in this “melting pot,” assimilating some aspects of American life while also retaining their own distinct cultural identities, their traditions, customs, beliefs, ideas, tastes and languages. In business, understanding the cultural distinctions of your market may prove vital to effective marketing communications and sales. The insurance industry in particular may benefit from marketing specifically to diverse subcultures.

Transcreation transcends cultural barriersThe nation’s growing diversity increases

the importance of understanding who your

customers are. The concept of the “typical”

customer is giving way to segmented markets,

each of which requires a customized strategy.

And that strategy may go well beyond

a language translation. Transcreation, or

adapting your message to your market’s

different cultures, is vital to getting your

message’s meaning across effectively.

In a direct translation, some English words,

phrases and concepts may be misunderstood.

The words and phrases could have different

meanings in another language, or some

concepts may not translate well because

of cultural variations.

This may occur even among people who

share a language, such as Spanish-speaking

minorities: The Hispanic population in the

United States comes from more than 20

countries worldwide, each with its own

cultural distinctions. Some Spanish words

and phrases may mean one thing to

someone of Mexican descent, something

else to an individual of Cuban heritage, and

have yet another meaning to a person with

roots in Spain.

Transcreation requires understanding what

is important to each subsection of your

target market so you may develop and

implement strategies to address their needs.

Potential opportunities in the changing landscapeEthnic minorities represented 33 percent

of the U.S. population in 2004, up from

30 percent in 2000, and are projected

to represent 50 percent of the nation’s

population by 2050.

Life insurance agents, in particular, aren’t

reaping the opportunities when it comes to

selling insurance to minorities. According

to a 2005 survey conducted by The Polling

Company, Inc., minorities and lower-

income households want and need life

insurance, yet are often overlooked

by life agents.

As for minorities’ ability to afford coverage,

the outlook may be improving. The Selig

Center for Economic Growth projects

significant increases in the purchasing

power of minority groups in the United

States from 2005 to 2010: It estimates an

increase in purchasing power from $761

billion to $1 trillion for African-Americans,

from $736 billion to nearly $1.1 trillion for

Hispanics, from $397 billion to $579 billion

for Asians, and from $51 billion to $69

billion for Native Americans.

A welcome changeIn general, multicultural customer bases

appreciate companies which understand and

embrace cultural differences. For example,

according to the American Marketing

Association, 50 percent of the nation’s

Hispanic market prefers to receive marketing

materials in Spanish versus English.

The introduction of a Spanish version of

an English newsletter may significantly

strengthen relationships and loyalty

between Spanish-speaking consumers

n Ninety-two percent of African-Americans and 82 percent of Hispanics believe that life insurance is essential, compared with 72 percent of Caucasians.

n Thirty-nine percent of African-Americans and 40 percent of Hispanics say that they own life insurance policies, compared with the national average of 47 percent.

n Fifty percent of Hispanics and 24 percent of African-Americans have never interacted with a life insurance agent.

and the newsletter sponsor. A recent study

found that when Hispanics who previously

received newsletters only in English receive

them in Spanish, an average of 70 percent

read the newsletters more frequently.

Explore your options, fine-tune your approachAs the country’s many diverse cultures

represent growing segments of the

population, savvy insurance marketers

should analyze and assess which marketing

techniques work best for the relatively

untapped market.

Demographic data suggests direct mail

and Internet-based communications are

effective media. Consider, for example, that

36 percent of Hispanic adults prefer

customer communications in the direct-mail

format. The Hispanic segment of Internet

users is only 37 percent, compared with 47

percent of African-Americans and 66 percent

of the general population. But new research

conducted by eMarketer predicts that online

usage by Hispanics will grow to exceed 20

million users by the end of the decade.

No matter what form of marketing you

choose to explore — direct mail, newsletters,

Web sites or e-mail — it’s essential to explore

it now. With diversity in mind, begin by

understanding who your customers are and

understand how market segmentation plays

a critical role in your marketing success.

Test your marketing methods and analyze

your results. Focus on your producer base

and who they’re serving. Is it the right match?

Are they “speaking the same language”?

Create communications programs that your

agents can use to drive your multicultural

marketing efforts.

When you target your customer base this

way, the numbers, as well your results,

may just astound you.


6 issentials

Changes in the insurance industry are bringing new challenges, one of

which is customer relationship management (CRM). In the next few

years, companies will pour billions of dollars into CRM software

and technology, but will you get your money’s worth? If installing

a software package is all you do, the answer is “no.” Software and

technology are tools that can help with the “management” in CRM,

but to take care of your “customer” and your “relationships,” you

need more than technology. The success of your CRM program

depends on using that technology to communicate with customers

and take advantage of the opportunity to build long-term,

profitable relationships.

Turning new challenges into long-term profitability

In the past, agents maintained close personal relationships with

their policyholders, and customer communication was simpler.

Now orphaned policyholders and agents who have more clients

than they can communicate with effectively make it more difficult

for many insurance carriers to communicate with customers through

traditional channels. But you can see a measurable improvement in

long-term profitability if you view these challenges as opportunities to

communicate with policyholders through the variety of new channels

made available by technology.

The core of your CRM is ongoing communication with customers

so that your company can meet their needs — and take more

First in a four-part series

If you think CRM is just software, you’re missing a golden opportunity

Make your agents your CRM partners Your agents are the face of your company. Most agents know how important it is to communicate with clients through multiple channels, but many do not have the expertise or the budget to support a CRM program of their own. They may also suspect the carrier of “going direct” with clients to cut their commissions. Here are some suggestions that can reassure your agents that your CRM program will be profitable for them as well:

• Communicate in advance. Agents should be fully informed about all communications to their clients with details about offers, timelines, commissions and typical questions they may need to answer for clients.

• Give agents control. If agents have the option to choose which communications their policyholders receive and to personalize these materials with their own messages, they are much more likely to be enthusiastic participants in the CRM program.

• Protect agent compensation. Even direct sales should allow the currently assigned agent to participate in commission revenue.

6 issentials

Help shape your future success:

Get your agents to think like entrepreneursSome fundamental aspects of the insurance

industry may barely change over time. But

organized chaos and change are the order

of the day in areas such as client service,

new exposures, new public opinion, fee

structures, risk management and technology.

The combination of the time-tested, static

foundation with the dynamic operational

aspects creates potential opportunities. To

help position themselves to take advantage

of those potential opportunities and not be

left behind, insurance agents should begin

by examining the methods, tactics and

processes they use. Thinking like

entrepreneurs may help agents improve

their prospects for future success.

Harness the entrepreneurial spiritThe characteristics that help shape a

successful entrepreneur are not always

inherent. Many can be learned. Consider

how the following ways of thinking may

help your agents strengthen their potential:

• Always focus on the customer — See

everything you do from the perspective

of your customers and prospects. Get

into their minds and hearts. Know their

values, priorities, needs and objectives.

Constantly remind yourself that acquiring

and retaining customers is your

primary purpose.

• Erase the concept of failure from

your mind — Never accept defeat. Look

for opportunities in the face of setbacks

and changes. Learn from your mistakes.

Maintain your optimism and enthusiasm.

You need to believe in yourself and what

you are doing if you want your customers

and prospects to share that belief.

• Expand your knowledge —

Continuously educate yourself

about your industry, your target

market and your competitors.

No matter how much you already know,

there is no limit to how much you still can

learn. Seek training to improve your skills,

expertise and competitive edge.

• Embrace all ideas — Keep an open mind

to your own ideas and those of others, no

matter how offbeat the ideas may some-

times be. Creativity and ingenuity open

the door to possibility and progress.

• Seek opportunities — Always be on the

lookout for potential possibilities to take

action, to network, to gain a customer, to

make things happen or to try something

new. Opportunities may happen anywhere

and anytime. One agent in a large

Midwestern market turned a $400

investment into $4,000 worth of

commissions recently. He ordered his

company’s newsletters and then distributed

most of them by hand … at the train

station. He saw the opportunity to speak

to this captive audience in person and in

print while they were waiting together for

their morning ride to work — and he

reaped the rewards accordingly with new

customers and new business.

Get them readyDeveloping a plan to prepare your agents

for the future is vital to survive — and

thrive — in the uncertain, ever-changing

world. Begin the process now by instilling

and fostering an entrepreneurial attitude in

your agents. Arm them with the advice, tips

and marketing communications tools

they need.

issentials 3

Thinking like entrepreneurs may help agents improve

their prospects for future success.Conductor from Progressive Impressions International is a Web-based online ordering system with variable, on-demand


34678

T a b l e o f C o n t e n t s


The growing need for multicultural marketing

The fact is, insurance marketing requires more than just industry knowledge. It requires insight. It’s essential that you, as well as your agents, understand exactly who your customers are and utilize the most effective communications to keep your company “top of mind” for customers and prospects alike.

Let’s talk issentials …

34

Think CRM is just software?6Legislative Update7Marketing Updates8

Let us show you how our targeted customer marketing programs achieve maximum results through:✔ Education and cross-sell/upsell opportunities

✔ Loyalty rewards programs

✔ Channel marketing solutions for your agents

Let’s talk and see what we can do for you. Call me toll-free at:

1.800.736.0145

Legislative Update:

The Insure U Congressional briefing On June 2, 2006, at the Capitol in Washington, D.C., the National Association of Insurance Commissioners (NAIC) presented their new literacy and consumer awareness campaign, Insure U. The campaign is one of the most ambitious consumer initiatives in the history of the NAIC and has two objectives: to help educate consumers about insurance and ways to avoid being scammed by imposter insurance companies. The Insure U curriculum is available at www.insureUonline.org and includes a basic introduction to the four major types of insurance — life, health, auto and home.

Federal legislators seek to limit use of Social Security numbersTwo bills introduced in the U.S. House would restrict the widespread use of Social Security numbers as customer identifiers in an attempt to curb the exploding problem of identify theft. The bills’ opponents in the financial services and insurance industries say passage of either bill would deprive them of a method for reliable identity verification and force costly changes in internal business operations, while doing little to prevent ID theft.

Excise tax on life insuranceThe American Council of Life Insurers (ACLI) wants to impose a 100 percent excise tax on any arrangement entered into prior to the fifth anniversary of a life insurance contract by which consideration would be paid to acquire or continue an interest in a life insurance policy, including premiums, as well as separate payments and fees to the insured. The Life Insurance Finance Association (LIFA), a nonprofit, professional trade association, adamantly opposes any such proposal to tax the already taxable transaction of life settle-ments. The impact of this proposal would be particularly harmful to seniors who would be precluded from selling their life insurance policies or from using them as collateral for a loan to obtain cash to meet their changing needs at a critical time in their lives.

“share of wallet” — at every stage

of the relationship lifecycle. These

stages include:

n Bonding, helping customers establish

profitable habits and setting expectations

for the relationship

n Growth, using data collected about

the customer to cross-sell and upsell

n Retention, reinforcing the customer’s

choice and defining the value

of the relationship

n Reconciliation, saving at-risk customers

and winning back those who have left

Bonding: A warm welcome for new customersIt costs five times more to acquire a new

customer than to sell to an existing customer.

Therefore, giving new policyholders a

powerful welcome experience sets the stage

for a relationship that will expand and grow.

A welcome kit that includes components such

as a welcome letter, company newsletter and

educational product materials can reduce

customer confusion and anticipate questions.

You can also include special offers or gifts

that give policyholders a sense of how much

you value their business.

An independent research study showed that

of customers receiving welcome kits:

n 82 percent read the material

n 63 percent said the kit helped them better

understand the company’s offerings

n 20 percent reported that the welcome kit

convinced them to try additional products

and services

A warm welcome goes a long way toward

protecting your investment in new business

acquisition. Remember: Though these

statistics are impressive, they are just the

beginning of what you can achieve by

focusing on the “customer” and the

“relationship” in your CRM program.

In the next issue of issentials, we’ll discuss

the growth stage of the customer relationship

and how data mining can help you cross-sell

and upsell your policyholders.

issentials 7

About the PublisherSince 1992, Progressive Impressions International (Pii)

has worked with Fortune 500 insurance companies to

develop marketing tools that support sales representatives

to enhance their productivity. Pii has the resources to

design, implement and support complete marketing

programs configured specifically to meet the needs

of the insurance industry.

One Hardman Drive

Bloomington, IL 61701

www.WhateverItTakes.com

© 2006 Progressive Impressions International. All Rights Reserved

Bill SoddyiNiche President800.664.0444 [email protected]

Welcome to the fi rst issue of issentials, the new publication

from the Insurance Niche specifi cally designed for insurance

industry marketers. We’re excited about this opportunity to

bring you some of the latest news about trends in insurance

marketing that we hope will enhance clients’ and prospects’

relationships with agents and policyholders.

In this issue, we’re providing tips for reaching a multicultural

market with relevant sales messages. We’ve also included an

article on fostering the entrepreneurial spirit in agents, plus

news from the world of marketing and updates on legislation

that affects the industry. We’re also beginning a four-part

series on Customer Relationship Management (CRM) with

an article that discusses the bonding stage of the relationship

lifecycle and how you can use a welcome experience to begin

long-term, profi table relationships with policyholders.

I hope that you enjoy this fi rst issue of issentials and fi nd it

informative and useful. We will publish quarterly, so look for

future issues and stay in tune with industry trends. If you have

questions, comments or topics you’d like to see covered, please

call me directly or e-mail [email protected].

I’d love to hear from you.

printing that lets your agents order personalized marketing materials for more local appeal while giving you control of corporate brand consistency.

For more information about Conductor, e-mail [email protected] or call 800.736.0145.

At Progressive Impressions International,

we offer solutions that incorporate technology

and customer communications expertise

for every stage of the customer

relationship lifecycle.

For more information about how our

solutions can work for you, contact me

at [email protected]

or call 800.736.0145.


Life changes create policy opportunitiesA recent national survey by Trusted Choice®

agencies found that at least 32 million U.S.

households own insurance policies that aren’t

right for them.

The coverage needs of a household or family

change over time. Lifestyle changes such

as the birth of a child, divorce or retirement

can greatly affect a customer’s need for life

insurance. Major purchases such as buying

a home or refinancing for extensive

renovations may also affect a customer’s

need for life insurance coverage to help

surviving family members with

mortgage payments.

These changes provide insurance agents

excellent opportunities for cross-selling and

upselling using communications tools such

as a newsletter to connect with customers

and educate them about the need for periodic

policy reviews and changes.

M a r k e t i n g U p d a t e s

INSURANCE

Catastrophes trigger upheavalReinsurers studying 2006 renewals have

seen a “tale of two markets” unfolding. The

market conditions an insurance company

faces depend on the level of U.S.

catastrophe exposure.

Companies with lines of business directly

affected by hurricanes Katrina, Rita and

Wilma experienced significant increases in

pricing and decreasing availability, while

other lines not affected by the storms

remained relatively flat.

One observation is that many primary

insurers have not been inclined to accept

rate increases across the board for

reinsurance protection. Experts also predict

more willingness to accept reinsurers rated

slightly lower than the AA to A- range that

has been traditionally considered acceptable.

PROPERTY INSURANCE

Online auto insurance bill payment makes senseAccording to a new survey sponsored by

Computer Sciences Corporation (CSC),

73 percent of auto insurance customers

would be willing to pay their premiums

online. The survey, which points to a

significant opportunity for both electronic

bill presentment and bill payment,

indicates that 88 percent of car insurance

customers receive paper bills by mail.

According to the survey, 56 percent

of auto insurance customers pay their

premiums by cash, money order or paper

check. The remaining 44 percent pay

electronically by some means, with half

of these paying by automatic funds

transfer from their accounts.

AUTO INSURANCE

Welcome to our premiere issue!See inside for information and an offer you won’t want to miss.

P R E M I E R E E D I T I O N


I n s u r a n c e m a r k e t i n g e x p e r t i s e w i t h t h e r i g h t p e r s p e c t i v e , e x p e r i e n c e a n d t e c h n o l o g y

CRM is not just software

Expand your customer understandingSee inside for a

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