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ACT Launches Customer Experience Website

The Agents Council for Technology (ACT) has launched a new Customer Experience Planning Website. This interactive online resource is designed to help agents understand the customer experience lifecycle and leverage technology to achieve the ease of doing business consumers expect.

The site explains the six phases of the consumer buying experience— Discover, Evaluate, Purchase, Experience, Renew and Refer—and breaks down the technology touchpoints agents should focus on during each phase. Tools such as a responsive agency website, online reviews, eSignature, online chat and mobile account management all have a role to play as consumers move from being aware they need insurance all the way through their in-policy experience. The site provides clear descriptions for each phase and touchpoint, along with resources for agents to use to get started improving their agency’s customer experience.

“Based on your core customer needs, your agency may not want or need to implement every recommendation,” says Ron Berg, ACT executive director. “However, ACT’s Customer Experience Planning Website will help your agency identify the top one, two, or three things you can do to set your agency’s ease of doing business apart in this rapidly-accelerating digital age.”

Up next, the workgroup will add more functionality, such as an agency CX assessment tool and project planning functionality.

The Agents Council for Technology was established in January 1999 by the Independent Insurance Agents and Brokers of America (IIABA or the Big “I”) to provide a candid, action-oriented forum to address the critical workflow and technology issues facing the independent agency system. ACT helps participants understand the perspectives of the other stakeholders in the process and provides excellent networking opportunities with the participants who are shaping the future for the industry on these issues. Merchants Insurance Group is proud to be an active member of ACT.

For more information, please visit the ACT website at

Robert Klingensmith

Merchants Insurance Group

Merchants Insurance Group sells its products through a network of more than 1,000 independent insurance agents in Massachusetts, Michigan, New Hampshire, New Jersey, New York, Ohio, Pennsylvania, and Vermont. We sell our products through independent insurance agents because we believe they provide value to policyholders through their broad range of products and their insurance expertise.