AGENCIES 'TAPP' WESTFIELD EDUCATIONAL OPPORTUNITIES

Rough Notes, Nov 2004 by Carcione, Sandra

Insurer hosts new producers for four weeks of training

The company motto at Westfield Insurance is "Sharing Knowledge. Building Trust." This branding statement exemplifies the regional insurer's relationship with the 1,200 independent agencies that sell its products. Headquartered in Westfield Center, Ohio, the property/casualty and surety insurer operates in 26 states and has assets of $2.7 billion.

At a time when many insurers have dramatically trimmed back their communications with and programs for independent agents, Westfield continues to expand and refine its educational, informational and cooperative marketing programs. "We take substantial pride in our efforts to maintain and improve our relationship with independent agents," says Brady Polansky, agency operations director at Westfield. "We're 156 years old; we realize that our longevity and success have depended on building long-term, productive relationships with our agents."

Looking at TAPP

As testimony to this statement, the company runs several educational programs for agents each year. In particular, Westfield's TAPP (The Association Perpetuation Plan) school helps its agencies by teaching new producers the basics of the insurance business. The four-week program is held each spring and fall with a break between the third and fourth week of each session, and has between 15-20 participants.

The curriculum is comprehensive, and includes Dale Carnegie sales training to hone sales skills. It also focuses on technical insurance skills by demystifying insurance products and the coverage requirements of policyholders.

"New producers learn the importance of exposure identification," says Patricia Farber, TAPP Coordinator, who helps run TAPP and is a training instructor. For example, TAPP uses The Rough Notes Company's Agency OnLine, an account evaluation tool which provides risk surveys that identify specific coverage needs by sec codes. As a perk, TAPP participants get access to the online tool for 12 months.

"This tool looks at specific kinds of businesses-flower shops, for example," she says. "It goes beyond the need to insure the building and its contents, looking at refrigeration equipment and other specifics. The program makes recommendations and even offers a checklist producers can use."

Who attends TAPP? "When the program started in 1992, it was a marathon school of 13 weeks in duration and was designed strictly for family members of agency owners who were heirs apparent. "We have since trimmed back the duration and opened up registration to producers of key agencies with leadership potential," Farber says.

The overall success of this program shows up in the number of producers who stay in the industry. Of all those who have attended TAPP, 57% are still in the business. The industry retention average is 30%-35%, according to Farber.

Westfield promotes the TAPP program through its agent newsletter and at its Web site. The company's relationship managers are also made aware of the upcoming school schedule and are encouraged to spread the word.

"Agencies often approach us," says Farber. "When new producers come on board, agencies are looking for classes for them to attend. One agency has sent several people and is planning to send another to our fall session."

Using ex-students as speakers

Jeff Lightner, a producer at Grower Insurance Agency in Dayton, Ohio, attended TAPP in 1996. Three years later, he came back as a speaker on the topic of networking. "When I attended, I got a primer on forms and coverages. Where else would I have looked at the CGL-0001 Commercial Liability form-a 16-page document-and had the opportunity to ask questions about how to interpret this form," he says. "Since I attended, TAPP has added sales coaching and other producer-related topics. Overall, Westfield runs one of the best schools in this area today."

One of the biggest advantages of TAPP beyond the curriculum, Lightner says, is that it teaches new producers how to be independent agents. "The program doesn't just focus on Westfield products. It helps new agents understand how to best utilize all companies' products," he says. "The program turns out successful agents."

Farber adds that the TAPP program also builds relationships among the agents who participate. "We have agents who were in the 1992 class who are still friends. These agents live and work together for three weeks and friendships are built. Some are talking about getting together for reunions."

Involving agents in curriculum creation

Westfield's Agency Operations unit doesn't do the whole job of creating TAPP programs. The Westfield Agents Association (WAA), which was founded in 1892, helped develop the initial school and continues to help craft the insurer's educational curriculum. The WAA also advises the insurer on a variety of strategic management issues, including contract and commission issues.

"This is another demonstration on how we do business," says Polansky. "We involve agents wherever and whenever we can in the activities of our company. If we want to be on the 'short list' of the insurers they do business with, we need to keep them involved and share knowledge with them."