{"id":64546,"date":"2014-06-27T00:00:00","date_gmt":"2014-06-27T04:00:00","guid":{"rendered":"https:\/\/www.gticanada.com\/how-insurance-companies-adapt-to-consumers-in-the-digital-age\/"},"modified":"2024-11-27T17:06:30","modified_gmt":"2024-11-27T16:06:30","slug":"how-insurance-companies-adapt-to-consumers-in-the-digital-age","status":"publish","type":"post","link":"https:\/\/www.gticanada.com\/en\/blog\/how-insurance-companies-adapt-to-consumers-in-the-digital-age\/","title":{"rendered":"How Insurance companies adapt to consumers in the digital age"},"content":{"rendered":"

The digital shift of insurance buyers has transformed the way traditional insurers engage and interact with consumers, forcing them to reassess their business model and improve their digital capabilities. However, complex internal business processes, legacy technologies and a strong risk management culture mindset still prevent many insurers from fully benefiting from their digital initiatives.<\/p>\n

Consumers’ intensive use of mobile phones, tablets, personal computers and social media platforms are making it easier for consumers to find brands, compare offers and get recommendations at each step of their buying journey. They expect the same experience with insurers.<\/p>\n

\u201cConsumers define their desired experience with us [Insurers] based on how they purchase other goods and services. We are now dealing with online, digitally savvy consumers who want that consistent experience\u201d, <\/em>explains Monika Federau, Senior Vice President and Chief Strategy Officer at Intact Insurance; ( Canadian Underwriter, February 2014).<\/p>\n

A better understanding of these digitally savvy<\/em> consumers can enable insurance companies to articulate their strategy across multiple online and offline channels to make sure they can provide them with a consistent experience during the research, comparison and buying stages.<\/p>\n

BrokerLink\u2019s digitalization program: An Integrated Customer Experience story<\/h3>\n

BrokerLink acknowledges that the purchasing path of most consumers today has evolved significantly over the past few years. Communication channels and sales cycles have multiplied and so have the number of influencers in the process.<\/p>\n

Facing these realities, BrokerLink “made a conscious decision to respond to the customers’ expectations about the way they wanted to be served.” says Dave Ewanchyna, Head of Marketing and Communications at BrokerLink, interviewed for this article. “You never know when or how a customer will hear about your offering,” he added.<\/p>\n

Across the organization, ask the question: How will this project enhance the overall customer experience? With that priority in mind, the relevancy of the initiatives becomes obvious. Developed and deployed with the help of multiplemedia<\/strong> over the past year, the following projects are among the digital initiatives which have been addressing the various shopping contexts and behaviors of today’s consumers, while directly enhancing the global customer experience.<\/p>\n