Christopher Johnson is a broker, entrepreneur and father. He is particularly interested in client experience innovation. Buoyed by a combination of thoroughness and determination, he is grappling with the various changes affecting the brokerage sector. Here is a profile of Christopher Johnson, the RCCAQ's new chair.

Insurance broker Christopher Johnson, 34, is quick to draw analogies between the business world and sports: “Our profession is like hockey! You have to play as a team and you need to redouble your efforts when you feel your energy flagging. Because every single player wants to win the cup! That's similar to our industry. Everyone wants to steal our clients. We have to skate quickly and we have to use our talents to retain consumers and secure their loyalty.” In broader terms, Mr. Johnson sees the brokerage sector's success as hinging on the solidarity of its stakeholders: "We have to work tirelessly and we have to work together to carry out the RCCAQ's initiatives aimed at making our industry more solid.”

From agent to broker: focusing on consumers

A little over 10 years ago, Christopher Johnson began his career as an insurance agent. By his own admission, he envied his broker friends. “They could serve and advise their clients while offering a wider range of choices. I really found that aspect interesting for consumers.” Safeguarding his clients' assets and taking pride in doing so was what prompted him to make the jump from agent to broker. Since he already had an entrepreneurial streak, he opened his own insurance firm in Sherbrooke in 2007 (AMR Assurance Multirisques). “I worked like a dog to get that company off the ground! I had no clients and I had to learn a different approach than the one I had used as an agent”.

Today, his firm has 16 employees and is still growing. His spouse, Marie-Eve Frechette, also joined the team after their son was born. “The company is a key part of my family life. As it is for other brokers as well!” Meanwhile, this hard-charging entrepreneur founded LARAQ-Eastern Townships (junior brokers association) and chaired the Junior Chamber of commerce in Sherbrooke for five years. Tying in with his passionate interest in the brokerage sector, he joined the RCCAQ's board in 2014: “Getting involved with the RCCAQ was a logical step in my professional career”, he notes.

Giving is receiving

This brokerage owner has an ability commonly found among successful business people: a vision of what consumers really need. “Our job as brokers is to make the client experience as simple, pleasant and user-friendly as possible.” He mentions an overwhelmingly positive client experience during his visit to Google's Silicon Valley headquarters. “Everything was designed so customers would save time during their shopping experience”. Keen on new technologies, the RCCAQ's new chair refers to the study on insurance purchasing behaviour that the RCCAQ conducted with Ad Hoc Research in 2016. The consumers surveyed came in loud and clear: they wanted their broker to show them that he or she was shopping around on their behalf, thus saving them time and money.

Seizing on those results, Mr. Johnson would like to see brokers incorporate a client experience strategy within their operations. “Our value added comes from our advisory status. Many of the RCCAQ's broker members clearly understand this point: advice doesn't stop when the conversation with our clients ends. It continues in all of our day-to-day activities!” According to Mr. Johnson, taking the time to write a blog post providing consumers with practical advice is not just a good move when it comes to boosting the Google hits for your brand; it's also a perfect way to position yourself as a credible advisor, right where your clients can be found: on the Internet. “Many brokers have told me that their business grew when they adopted a web-based client experience strategy promoting their advisory role. Giving is receiving!” exclaims Mr. Johnson.

Staying calm and positive amid the storm

In his inaugural speech as RCCAQ chair at the 2017 convention, Mr. Johnson set the tone with this remark: “We have to say things like they are.” He was referring to the major changes that are upending our industry and that must be acknowledged if we want to come up with solutions. Legislative changes, technological advances, business succession and financing: these are all major issues that are having an immediate impact on our sector. In the face of these multiple challenges, Mr. Johnson remains calm, cool and collected: “You have to look at things dispassionately. Take a step backwards and analyze the situation.” He urges brokers to seize opportunities to benefit from these changes. “Today, we're at a crossroads. Being adaptable, resilient and creative as entrepreneurs will be the keys to our success and a promising future.”

Issues for 2017-2018

The issues on which the RCCAQ will be working are important and numerous. “Brokers must deal with major issues relating to Bills 141 and 150. We are making a big effort to make brokers' voices heard in dealings with the government on matters such as online insurance sales and the official definition of a broker,” explains Mr. Johnson. “We welcome the government's efforts to update the legal framework in the wake of technological advances. However, insurance is complex and online insurance sales carry the risk of undermining efforts to protect clients and their financial security.” As regards Bill 150, which was introduced on October 31 and has generated a good deal of discussion within the industry, Mr. Johnson offers these comments: “The government's desire to clarify how brokerage activities are defined is laudable. But the RCCAQ has reservations about the measures it is proposing to reach that goal. Requiring brokers to provide quotes from four insurers for each client request will be very hard to pull off.” While retaining the goal of clarifying definitions for consumers, the RCCAQ is proposing instead that each firm have contracts in place with at least two different insurance companies at all times (personal as well as commercial insurance).

Anyone who meets Christopher Johnson can attest to one unquestionable fact: he is a strong-minded person who gets things done! Drawing on his strategic sense and flair for business, he is determined to successfully carry out his leadership mandate. “I intend to fulfil my mandate by remaining true to my three core values: integrity, commitment and availability. I would also add that success depends on teamwork. We have to sign up non-members because the gains made by the RCCAQ will benefit brokers across the province.”
These are reassuring words from the RCCAQ's new chair, who is ready, willing and able to take on the multiple challenges that the RCCAQ and the brokerage sector will be facing in 2017-2018!