Innovation in Insurance: A North American Consumer View

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13 November 2012


For most insurance companies, innovation in service technology is necessary in order to deliver consumers’ service requirements. This may take the form of new methods of engagement (service via smartphones), the ability to hand off tasks between automated systems and call center personnel (and back again), and/or more efficient management of customer data. But what service innovations carry the most value? Will an insurer gain any benefit in the eyes of consumers if it pursues innovation?

In order to gain insight into these and other questions, Celent conducted an online survey of consumers in August, 2012. The report, Innovation in Insurance: A North American Consumer View, details the feedback from the 520 North American respondents.

The data both supports and challenges commonly held assumptions about customer experience requirements. For example, consumers confirmed that they value self-service on the web for simple transactions. However, they also expressed a preference for performing complex activities for themselves as well, challenging the assumption that they usually want an intermediary involved.

“Innovation in customer experience is a significant investment area for insurers,” says Mike Fitzgerald, Senior Analyst with Celent’s Insurance Group and coauthor of the report. “The data from this report can inform the planning and design of those investments with hard, empirical data from end consumers.”

“We were very pleased with the high level of participation in the survey,” adds Craig Weber, CEO of Celent and coauthor of the report. “This is the most statistically credible snapshot of consumer preferences regarding customer service and technology innovation available to insurers.”

This 24-page report contains 13 figures.