Insurance 2020
Ellen Carney, Forrester Senior Analyst who writes about Ebusiness and Channel Strategy, shares her thoughts with Gary Cole (Xerox VP – Banking and Financial Services) around the future of insurance company distribution channels in this short podcast. As a prelude to her May “Insurance 2020” Forrester Research Report, Ellen talked to Gary about the impact of social media and personal productivity tools on buyer behavior in this industry.
Specifically, Ellen and Gary discuss how buying insurance policies online isn’t as common as we may think it is. She explains that people may go online to research policies and get quotes – but when it comes down to the policy purchase transaction, consumers seek the security and comfort of buying from an actual person. That’s good news for agents – for now.
She goes on to explain that for the online channel to capture the bulk of buying activity, insurance companies must enhance online capabilities to handle more complex policies. The entire experience needs to become more conversational and “human” before it can replace the personal agent relationship. To learn more, you can listen to their full conversation here:
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3 Responses to “Insurance 2020”
Comment 1
Julie BS, MBA on Apr 13, 2011Interesting interview and something I relate to no matter what kind of insurance I am purchasing. Until plain English language is used, questions are sure to be asked by potential purchasers. The “personal touch” that shows someone cares and has your best interest at heart can only be achieved through human interaction of some kind.
Comment 2
karenmcdermott on Apr 13, 2011Thanks Julie – it’s interesting you should use the term “plain English”. Our CMO is always stressing the important of us speaking to our clients in “plain English” – in language they understand and can relate to. Thanks for your input!
Comment 3
BtoB Online Names Its “Top 25″ Digital Marketers « B2B Marketing POSTs by Laura Ramos on Jul 31, 2011[...] Insurance 2020, Insuring Against a Hole-In-One and Other Calamities, Going Green, Big Brother Evolves into a Risk Manager, and National Dog Bite Prevention Week: CA Tops National Liability List. We started promoting the Webinar in the fourth and fifth post in this series; we didn’t lead with it. We tried to use catchy, off-beat topics to grab attention. We also tried to steer away from Xerox-centric language — this had to be about the industry, not us. [...]
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