To paraphrase the late, great Rodney Dangerfield, independent insurance agents don’t get no respect.

It’s bad enough that a recent career survey ranked your profession below janitors, bookbinders and even editors (see my related blog, ”At least you’re not a roustaboust“). Now, the latest Forrester Research consumer survey reveals that your customers don’t even find you fun.

The survey, conducted over the Internet last October, gave independent agents an overall score of “okay” from 4,600 consumers who had interacted with a variety of companies. Forrester asked consumers to rate insurance companies on three areas: “meets needs,” “easy to work with” and “enjoyable.” Several insurers, including USAA, Liberty Mutual, Progressive and The Hartford, were ranked “good” by respondents. But when it came to being “enjoyable,” consumers rated independent agents “poor,” while giving them “good” ratings for “meets needs” and “easy to work with.”

What does this mean? Evidently it’s not an ease-of-use issue; respondents ranked agents “good” on meeting customer needs and being easy to work with. And it’s not just a carrier issue, either. Savvy carriers know, and slower carriers are discovering, that it’s not enough to simply provide ease of use through technology and real-time services — in fact, that’s just the starting point (see this related article on Deep Customer Connections’ recent survey on agents telling carriers they need more ease of use).  

From just looking at the numbers, the problem seems to be with the agency system itself, as several carriers got high marks from consumers as being enjoyable to work with. Granted, the results may be skewed because of the focus on personal lines insurance purchasers, but this dissing of insurance agents shouldn’t be the case. It all boils down to the perception of insurance agent as unnecessary middleman, useful perhaps, but more likely just another roadblock between the customer and the underwriter.

The irony is, agents are in a much better position to deliver real customer satisfaction — and yes, even “fun” – than any insurer ever could. In our monthly agency success stories, we speak with agency owners, especially those in small towns or rural areas, who don’t think twice about emergency customer visits, of knowing the names and ages of teenaged drivers about to be added to a family’s auto policy, of engaging customers in intimate conversations to discover their plans for the future and how insurance coverage can help protect those plans. These agencies and their employees are also connecting to their communities through charitable work, recruitment at area schools, and other ways to create engagement with customers and prospects. It’s a testament to the level of service that every independent agent should be providing to valued customers, especially at a time when every customer counts.

And inevitably in today’s world, part of that customer outreach is through intelligently developed and executed social media planning. Maybe that’s where the smart carriers have an edge on agencies — they have the financial wherewithal and staffing to plunge right in. (Luckily, you don’t need these resources to make good use of this new tool: check out ACT’s recommendations for creating a social media policy for your independent agency). 

With more insurers, including traditional direct writers, using multiple distribution methods, the stakes are higher than ever for agents to prove themselves invaluable to their customers — not just by meeting their insurance needs in a smart and timely way, but by engaging with them on multiple levels.

What’s your agency doing to build your brand perception with your customers?

In our December look at agency Internet marketing, the first question in our reader survey was, “Does your agency/brokerage have a Web site?” The response was 81%. Why not 100%, you might ask.

Another person asking was Duke Williams, a blogger and consultant on agency Internet use. Last month, Duke decided to conduct an informal survey of “feet on the street results for actual agency Web presence.” His methodology was simple: he used the “find an agent” feature on many insurance carrier Web sites, and Googled the term “car insurance city name state name.” He used the SuperPages, YellowPages and about a half dozen other lists online.

In individually searching several locations in South Carolina, North Carolina, Georgia, Alabama and Florida, he found:

• 248 independent agencies
• 49 Nationwide agencies
• 19 online-only agencies
• 51 State Farm agencies
• 26 Allstate agencies
• 7 Farmers agencies
• 7 Alpha agencies
• 2 Farm Bureau agencies
• 1 GEICO local agency
• 1 Direct General agency (rregional non-standard auto insurance carrier with owned agency locations)

While these results seem to indicate a strong presence for independent agencies, a closer look tells another story. Of the 248 independent agencies that came up in the search, only 64 — a paltry 25.8% — had a Web site, and only a fraction turned up in the Google “local results” search.

Delving deeper, Duke discovered that the agencies with Web sites weren’t consistent in functionality, even in non-real-time. For instance, 51.6% had quote request forms, but only 12.5% had “request a policy change” forms, and only 20.3% had “report a claim” forms. Not surprisingly, Duke reported that all the national direct writers had very high functionality.

While you could argue that Duke’s results are atypical — focused on a limited geographic area and a single line of business — you’d be missing the point. In every way, direct writers are making it easy for consumers to find and use their products and services — and it isn’t all about price.

Woody Allen once said that “80% of success is showing up.” When it comes to Web pages, the odds are even better if you show up with a functional product that makes it as easy as possible for people to use what you have to offer.

Last month we posted an interview on our Web page with Progressive’s  Karen Barone, national distribution leader for agency business, which proved to be 0ne of our most popular features.

Not surprisingly, part of the article’s interest — or more accurately, controversy — involves Progressive’s promotion of direct purchase along with sales through its agency force. 

Many of our readers pointed to Progressive’s heavy TV advertising — currently featuring the wacky saleswoman character, “Flo” — as testimony to its commitmemt to direct sales and cutting out the middleman. Surprisingly, in spite of the prevalence of Progressive advertising promoting direct sales,  Barone noted that about 65 percent of Progressive’s sales actually come through its more than 30,000 independent agencies.

Now, in recognition of that fact, Progressive is unveiling on Oct. 19 a new Flo commercial, featuring — you got it — an independent agent. (Well, actually, he’s an actor playing an independent agent, kind of like actress Angelina Jolie will play me in “The Laura Toops Story,” but you get the idea.) And, taking a tip from other industry branding programs (remember the Big I and Raymond Burr?), Progressive agents can even access a version of the commercial they can customize with their agency’s branding to run locally.

The thinking behind this move seems pretty sound — an attempt to promote the insurer’s already prevalent independent agency sales. But the end of the commercial — a voiceover that states, “Prices vary based on how you buy” — sums up the controversy. Because, of course, consumers who buy directly through Progressive will pay less than those who go through an agent.

Do you think Progressive’s new campaign will increase agency sales?