Leading agent-based insurers such as Travelers, Nationwide and others are heavily investing in their direct-to-consumer distribution channels to acquire more online shoppers. Forrester data shows that U.S. insurance buyers’ (auto, home and life) typically use more than one channel (Web, phone, agent) to research and purchase insurance. Firms with well-integrated direct and agent distribution strategies are well-positioned to win in the marketplace.

Unfortunately, “going multichannel” is very difficult. Carriers must integrate customer data and channels in order to support customers who start online but purchase via the phone or in-person. Any insurance CIO will echo that the blueprint of multichannel is much easier than the implementation.

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