2023-11-26 08:30:30
In this digital age, the world of insurance is faced with a major challenge in adapting its offering and services to changing consumer habits. Digitalization offers many advantages and the tools made available by wholesale brokers and insurance companies to policyholders make it possible to simplify customer journeys.
The local broker is also faced head-on with changing consumer behavior and the digitalization of society. New consumers, already over-informed, have the reflex to find out before any purchase/subscription (“self-care” behavior) to form an initial idea and thus choose with full knowledge of the facts. This is why the distributor must be present during this “self-care” phase for the customer and provide them with an experience consistent with their new uses.
When a disaster occurs, the relationship with the broker remains essential: the customer wants to be able to explain his problem and find a person in front of him capable of understanding him, reassuring him and showing empathy. For example, when calling your insurer, being confronted with an AI offering a standardized customer journey that is not always adapted can generate stress, incomprehension, or even dissatisfaction. This is an equally fundamental point in the relationship between the client and the local broker: the latter has a binding word. The greater the financial consequences linked to signing an insurance contract in the event of a claim, the more essential the broker’s commitment is. It is on him that the insured can count on when the day comes, to support him in his efforts and move his file forward.
It is, in fact, worth remembering that insurance is not a trivial service. Taking out a contract without looking closely at the guarantees provided and only looking for the lowest possible prices can lead to substantial disillusionment. As such, the 100% online “low cost” insurance model has caused numerous inconveniences among consumers who are too eager to take out insurance and move on to something else.
Opposing humans to technology: a concept that is now outdated
The technologies available today make it possible to go further in the personalization of offers and to increase the productivity of insurance professionals tenfold. This is a major and welcome step forward. The consumer is entitled to expect clear communication media from brokers, including in particular a simulator or an online FAQ. These tools are intended to streamline the relationship with the customer, not to replace human contact.
As you will have understood, local brokerage is evolving and pitting humans once morest technology is today an outdated idea, a concept that has not proven itself. In the age of generative AI, there is certainly room for players capable of offering real human contact, capable of understanding the customer, gathering their needs, answering their questions, or even listening to their needs. impatience, his anger even! In this context, it is up to local brokers to demonstrate their added value, provided that they are equipped with suitable tools in order to relieve themselves as much as possible of administrative tasks which traditionally took them considerable time but also to provide solutions “self-care” which will allow the customer to better understand the product offer and form their first opinions. The time freed up by technology can be valuablely used to improve the quality and efficiency of exchanges with their clients and maintain the relationship of trust between them and the broker. To the great benefit of policyholders.
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