The PIA Partnership Announces Voice of the Customer: Commercial Lines

The PIA Partnership, the company relations council of the National Association of Professional Insurance Agents (PIA), has announced its annual project for 2014. Agency Touch Points – The Voice of the Customer: Commercial Lines will conduct a nationwide survey of commercial lines customers to determine their buying preferences.

Agency Touch Points – The Voice of the Customer: Commercial Lines will be the follow-up to the PIA Partnership’s groundbreaking 2012 study, Agency Touch Points – Voice of the Customer: Personal Lines.

“Recent studies backed by direct writers and captive carriers have contended that some buyers of coverages such as small and midsize business owners policies (BOP) have asserted that a majority want to purchase such coverages online,” said PIA National President Andrew C. Harris. “We believe that such studies lack credibility and that a more objective picture of buyer preferences is required.” Commercial Insurance Customers have been relying on the advice and council of their Professional Insurance Agent, just as they have with their CPA and Legal Counselor.

The 2012 survey on personal lines found that customers value what agents can do for them more than they value having a choice of products and policy coverages, and they are eager for producers to take a more active role in delivering those services. It found customers are looking for expert advice and counseling, personalized attention and interaction, the ability to offer comprehensive protection to meet individual needs and excellent relationship-based customer service. The survey also found that customers care about coverage and that price is not the primary determining factor.

Current PIA Partnership companies include: Encompass Insurance; Erie Insurance; Harleysville Insurance; Liberty Mutual Insurance; MetLife Auto & Home; Progressive Insurance; Selective Insurance Group; State Auto Group; The Central Insurance Companies; The Hanover Insurance Group; The Hartford; The Motorists Insurance Group; and Travelers.