More than six years have passed since our article on multichannel management at insurers appeared. Insurers have made good progress on their way to introducing multi- or omnichannel management - but most of them still have a long way to go.
Insurers still need to take action in the area of multi- and omni-channel management. This is also due to the fact that in these six years, both customer requirements have changed and the technical possibilities have expanded. In the future, it will not only be a matter of enabling customers to switch contact channels smoothly in the course of their customer journey, but also of using AI-supported analysis technologies to identify their concerns in real time already at the customer touchpoint and to trigger and control further processing that is as automated and fast as possible.
Our article from 2015 was based on a large-scale market research study, which primarily examined which communication and contact channels customers used when purchasing insurance products - and whether any differences could be identified with regard to the insurance products or sociodemographic characteristics of the customers. One key finding at the time was that digital channels (and social media and apps in particular) still play a subordinate role in insurance sales, with the "classic channels" still dominating instead. However, there has been some movement here in recent years, and Corona has once again reinforced the trend toward digital channels. Insurers have worked to make many of their products saleable online - and the sales figures prove them right. Nevertheless, insurance agents will continue to play a large and central role, especially in the sale of complex products such as comprehensive health insurance. Intelligently integrating them into insurers' omnichannel management remains a key task.
You can find the original article (DMR 2/2015) here (unfortunately only available in german).