Agency Finder (or Locator)
An element of many company and association sites that allow a visitor to find
the name and address of an agency representing that company (or a member of
that organization) for a particular geographic area. Unfortunately many, perhaps
most finders fail to provide a link to the agency Web site. Some agency finders
are worthless because of too much or too little attention.
Bandwidth
The speed at which Web pages can move from the Internet into your customer's
browser. Many agencies have higher bandwidth than their (especially personal
lines) customers. Something very important to remember.
Customer-driven
Creating a business environment in which all moments of truth are recognized
and managed to the customer's satisfaction. (See "moments of truth.")
Disintermediation
The process through which independent agencies have become less central and
sometimes redundant to the insurance distribution system - encouraged and
accelerated by companies, with agency toleration, through the use of technology.
Some companies and many new distribution alternatives hope to use the Internet
to complete the process and make independent agencies completely irrelevant.
(See "re-intermediation")
Frames
HTML pages that are divided into independent sections that may have their
own scroll bars. Defined in a special HTML document in which the "body"
tag is replaced by a "Frames" tag. Frames cause problems for
indexing engines, book-marking, and page usability.
In-facing services
The use of technology, especially computers, to provide services to insurance
professionals in agencies, companies, and elsewhere. The exclusive preoccupation
of classic insurance automation developed over the last three decades. (See
"out-facing services.")
Moments of truth
Occasions of interaction between an agency and the outside world - especially
suspects, prospects, and customers
Occam's razor
With respect to Web sites, approaching simplicity by removing unessential
function and content.
Out-facing services
The use of technology, especially the Internet, to provide marketing, sales,
and service related functionality and information directly to consumers. The
preoccupation of the next generation of insurance technology. (See "in- facing
services.")
Platform respect
Your visitors may come to you from a variety of hardware, operating system,
browser (and version), bandwidth, and monitor resolutions. Don't expect your
customers to have the same set-up you do or you may lose half your visitors
before they can even get in the door.
Promotion
The process of letting the world know about your Web site and making it as
easy as possible to find. Accomplished through a systematic and recurring
process that involves many communication channels. A Web site without promotion
is a Web site without visitors.
Re-intermediation
The process through which independent agencies reclaim their important role
in the insurance distribution system by creating more value for their customers
through offering a wide range of useful out-facing services. (See"disintermediation")
Screen real estate
The portion of the visitors' monitor through which you can display your Web
pages. It's limited, especially on low-resolution monitors, so use it effectively.
Title
HTML tag for describing the title of a Web page. Browsers use it to describe
the page being viewed in the program bar at the top of the browser window
and in creating viewing history lists that facilitate going back to view a
previous page without having to see each one sequentially.
Vanity sites
Agency Web sites in which desires on the part of one or more people in the
agency take precedence over doing the right thing for the customer. (See "customer-driven")
Visitor captivity
The attempt to keep visitors at your site away from competition - especially
companies you represent that may sell direct. It doesn't work and it's not
polite.
Web strategy
The Web elements of an agency business plan, reflecting the identity, business
goals, competitive response, marketing/sales/service goals, promotion plans,
and measurement methodology. Developed through a process involving agency
principals, staff, business partners, and customers.
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