What Agency Customers Want: Local and Digital

According to Robert Hansen Jr.’s article, “Why Independent Agents Will Always Matter,” the key to longevity for independent insurance agents is that, simply put, “they provide what their customers want.”

Recent studies conducted by the Professional Insurance Agents (PIA) Partnership investigated consumer insurance buying preferences between commercial and personal lines, and found that customers “overwhelmingly preferred doing business with local agents.”

Choosing insurance coverage can be complicated and time-consuming. Insurance customers want knowledgeable advice from a professional they can trust. However, in this digital age, expectations are a little different now:

While small-business owners continue to value the professional advice and personal service of an independent agent, there is an expectation that their agents will be more capable of online interaction…and that the agency will have a fully credible online presence.

Read the full article here.