In Spain, 70% of insurance customers rely on agents and brokers because they seek in-depth advice when taking out a policy that best suits their needs. This is 6 points more than the European average, which stands at 64%, according to the 2021 World Insurance Report prepared by Capgemini and Efma.
After analyzing a total of 24 markets, this report also shows that traditional mediation is the priority channel for practically the majority of insurers. In fact, 77% of executives say that agents and brokers are their most important distribution channel.
Increase digital capabilities
However, brokers are asking that this commitment by companies also translate into support so that they can equip themselves with the best digital tools. Some 44% of agents and brokers worldwide surveyed say they want to increase their digital capabilities but, to do so, they need support from their insurers. More than half argue that they require digital collaboration and interaction tools to help customers, as well as programs to promote electronic signature of documents. They also note that the customer appreciates digital illustrations and single-screen product comparison tools.
Customers would certainly appreciate it. More than 40% of individual customers surveyed reported that, during the pandemic, it was difficult to contact agents and brokers outside normal office hours. However, SMEs have not experienced major changes to the extent that more than 50% underline that their experience when interacting with their brokers has been comfortable, almost the same as in digital channels.
Mediators are asking for support, but nearly two-thirds of insurers say they provide these highly sought-after digital tools to improve the customer experience.
Modelo «phygital»
No obstante, agentes y corredores insisten que necesitan más para ampliar información sobre asegurados y clientes potenciales para poder hacer ventas más eficaces. En el estudio señalan que las APIs (interfaz de programación de aplicaciones) y los análisis basados en la IA pueden ayudar a los agentes y corredores a comprender las preferencias de los clientes, responder a sus preguntas y ofrecer productos adecuados en función de los acontecimientos especiales de los asegurados. En este sentido, los autores del estudio apuntan que el futuro está en un modelo «phygital» basado en una mezcla de presencia física e interacción digital.
Media: Insurance letter 05/21/21