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For eBusiness & Channel Strategy Professionals
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January 12, 2010 The US Home Insurance Buyer's JourneyPhone Is The Dominant Channel For Research And Applicationsby Chad Mitchell, Peter Wannemacher with Benjamin Ensor, Adele Sage, Courtney Tincher, Brendan McGowan |
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This is an excerpt
Executive Summary
More than 100 million US online adults own home insurance, and one in 10 applies for a new policy each year. The phone is the most popular research channel, although roughly one-third of researchers look for information online and 20% research using more than one channel. Nearly one in four home insurance shoppers use a comparison Web site. Some 37% of home insurance shoppers cross channels between research and application. eBusiness and channel strategy executives should enhance their cross-channel selling strategies by promoting cross-channel options online, improving the desktop interface for call center reps, offering online assisted service, and adjusting agent incentives to promote multichannel sales.
TABLE OF CONTENTS
- Home Insurance Shoppers Use Multiple Research Channels But Buy Via Agents
- Many Firms Struggle With Multichannel Home Insurance Selling
RECOMMENDATIONS
- Executives Should Improve Cross-Channel Transitions To Win More Buyers
- Supplemental Material
- Related Research Documents
This is an excerpt
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