Property/casualty insurance carriers that make their agents happiest—landing themselves repeatedly on top-10 rankings in agent surveys—are those that build the goal of doing so into their corporate cultures, a carrier consultant says.

“If I were the president of an insurance organization, I would very pointedly not have an individual responsible for making business easier [for agents]. I would instead say to all of my people that it’s everybody’s job to do that—and we each have to do it every day,” says Nort Salz, the chief executive officer of Deep Customer Connections, a consulting firm with a niche focus on the relationship between carriers and independent agents....

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