For our employer-paid lines, we always take the best care of our employer 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 increasingly voluntary/worksite industry, the nature of the customer has changed. In our new world, the employee is our customer, but somehow, for some of us, our actions don't seem to have made the transition. Amidst some interesting trend data, it may be time to ask whether we are serving our new customers as they deserve. Are we taking the best care of them? Are we cultivating, educating, selling, following-up and servicing them as we should? Because today, they pay the bill.

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