For our employer-paid lines, we always take the best care of ouremployer customer (HR, plan administrator, decision-maker, etc.).We cultivate them, educate them, sell them, check in afterwards,service them, etc. They pay the bill.

Intellectually, we know that as we become an increasinglyvoluntary/worksite industry, the nature of the customer haschanged. In our new world, the employee is our customer, butsomehow, for some of us, our actions don't seem to have made thetransition. Amidst some interesting trend data, it may be time toask whether we are serving our new customers as they deserve. Arewe taking the best care of them? Are we cultivating, educating,selling, following-up and servicing them as we should? Becausetoday, they pay the bill.

The trends present reason for doubt. First, traditional employeebenefit brokers (EBBs) have come to dominate the industry's sales.Second, electronic, self-service platforms are rapidly growing asmany EBBs' enrollment platform of choice. But third, participationrates are falling.