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August 24, 2010 How Canadian Insurance Customers Use Different Channelsby Ellen Carney, Peter Wannemacher with Benjamin Ensor, Brendan McGowan |
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Executive Summary
Canadians still use the phone as their primary channel for insurance. In fact, the phone was the only channel used by a majority of online Canadian insurance customers in the past year, while fewer than one in three customers used an insurer's Web site in that time. Use of the Web is highest among younger customers and high earners. Canadian insurers stand to save millions of dollars if they can shift willing customers to the Web for simple self-service tasks like bill payment and claims tracking, but to do so they will need to develop Web site functionality that helps customers with basic insurance activities, promote it to their customers, and work with other channels to encourage online adoption.
TABLE OF CONTENTS
- Most Canadians Still Use The Phone To Communicate With Insurance Providers
- Insurers Aren't Doing Enough To Encourage Use Of The Web — Or Mobile
- Canadian Insurers Could Save Millions By Boosting Online Self-Service
RECOMMENDATIONS
- Channel Strategists: Shift Willing Insurance Customers To The Web
- Supplemental Material
- Related Research Documents
This is an excerpt
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