The Changing Face of Insurance Distribution Management

Consumers are increasingly looking for digital innovations, especially in an age where direct contact between parties is discouraged, as they seek insurance solutions that meet their needs, on their terms and at speed. The challenge is that not all distribution channels rise to these consumer expectations and behavior, forcing the need for establishing multi-channel insurance distribution strategies.

 

The transition into a greater digitalization of insurance distribution management is highlighted in a recent survey of more than 400 senior executives responsible for agency and insurance distribution management. From discovery of information, through to advice and purchase, the survey found that every stage of the sales process is experiencing a radical shift as insurers move to digital omni-channel distribution.

 

Challenges

The proliferation of digital technology, the power of data and the social phenomenon are helping insurers connect with customers during important life events via the direct channel. Yet, as the IIABA 2017 Market Share Report shows, agents and (represented by the National and Regional categories) brokers not just endure, but remain dominant. They play a critical role in product selection and explaining products and processes often perceived as complex by customers. Added to this mix are internet-based selling through an insurer’s own website as well as aggregators, and multiple other channels.

 

 

Providers lose the risk of loss of business if a consumer is daunted by a complex, slow or siloed buying experience or application process. Today’s consumers demand personalized services designed around their preferences rather than a one-size-fits-all offering designed by an organization. They want simplicity, speed, tailored options and value-added services from their insurer.

 

A seamless omni-channel buying experience that reaches the customer at the right moment and in the right context is the need of the hour for insurance distribution management.

 

Trends

Increasingly, forces beyond the control of insurance providers are challenging their traditional insurance solutions and models. As a series of technological and other disruptions shape the nature of their business, innovation and customer centricity have become imperatives for insurance distribution strategies.

 

In all aspects of their life, consumers have voiced a definitive demand for “living services” that requires a re-appraisal of the relationship between consumers and service providers.  As everything becomes digitalized and data the queen of all she surveys, a larger emphasis is placed upon the Internet of Things as a medium of interaction between customer and carrier as insurance transforms to real-time protection from mere indemnification.

 

The second pillar of living services is based on consumer experiences. In recognition of the need for customer centricity, insurers are building capabilities as they move from a product-focused sales philosophy to one driven by their customer’s needs. Indeed, there is no one, definitive customer anymore as organizations develop customer segmentation strategies and functions to enable tailored, connected and intelligent offerings.

 

Cogitate Distribution Management for Insurance is a suite of insurance solutions for end-to-end digitalization of distribution and enhancing user experience. It improves efficiencies and reduces costs by allowing insurance companies to add new agents online and move into new territories quickly. It is a scalable, configurable platform which combines solutions for growing an agent network, agent self-service and monitoring the sales performance of corporate and agency networks. Talk to us today to see how Cogitate can help modernize your distribution strategy.