The recent technological advancements, coupled with the impact of the pandemic and evolving customer expectations, have given rise to a new sales channel – the hybrid selling model.
Hilliard, Regan, and Tennyson identify six primary channels for selling insurance:
- Direct sales through direct mail, call centers, and the Internet.
- Local agents employed by the insurer.
- Non-employee sales agents representing a single company.
- Independent agents who sell for multiple companies.
- Brokers.
- Bancassurance.
However, the recent technological advancements, coupled with the impact of the pandemic and evolving customer expectations, have given rise to a seventh channel – the hybrid selling model.
The Future Lies in Hybrid Insurance Sales
The hybrid model combines direct and agency approaches, offering both online convenience and personalized agent interaction. This model adapts to customer preferences, allowing for efficient online transactions and in-depth, face-to-face advice. While it enhances customer satisfaction through flexible service, implementing this model requires significant investments in technology and agent training for seamless channel integration.
According to McKinsey & Company (2020), the hybrid model is gaining popularity, driven by consumer demand for speed and personalized service, positioning it as a driving force for growth in the evolving insurance landscape.
Benefits of the Hybrid Model
The benefits of the hybrid sales model in the insurance industry are multifaceted, leveraging the strengths of both digital interactions and human connections. This approach enables customers to access essential information conveniently through digital channels while also facilitating more in-depth discussions with advisors about insurance policies. The model utilizes advanced information on customer behaviors, preferences, and needs, employing technology to effectively engage customers.
Additionally, the hybrid approach aids in lead generation and business support, as seen in examples like Aviva Insurance and Liberty Mutual Insurance, which utilize innovative technologies such as voice-activated devices to reach new customers and offer personalized solutions. Furthermore, this approach streamlines risk assessment and onboarding processes, improving the quality of customer service and conversion rates through efficient data utilization and technology-supported processing.
Insurance Agent Tool – Agent Portal
The Sales Module within Decerto’s Agent Portal provides functionalities necessary for customizing insurance offers and concluding agreements, catering to the needs of both experienced and inexperienced agents. The user-friendly interface allows agents to easily present offers, access all necessary information, and efficiently conduct sales activities. The system’s navigation facilitates seamless switching between product, rule, customer, or agent views, supported by automated document management and mobile accessibility.
The Sales Module allows agents to tailor insurance offers and personalized advice to the needs of current clients, facilitating the product selection process. Agents can compare predefined options or create new ones, adjusting coverage, insurance amount, and other parameters.
A key feature is sales automation, with the portal calculating premiums in milliseconds and automatically populating data from approved sources, ensuring high data quality through automated validation algorithms.
Moreover, the module supports various sales methods, including traditional, hybrid, and remote, with integrated core processes such as Know Your Customer (KYC), online payments, and electronic signatures. Agents can closely monitor each stage of the sales process from the customer’s perspective, enabling quick responses and effective communication.
Non-technical users can manage and change the customer journey logic, visual design, and product presentation without coding skills, providing a personalized and efficient sales experience. All data, including offers, applications, and rules, is automatically integrated with policy administration or customer relationship management software.
Insurers are facing a future with a wide array of options and challenges. They will need to shift their priorities and adapt their business models to meet the objectives of their investors and customers.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
