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The Forrester Life Insurance Wave™: Canadian Sales Websites, Q2 2018

Life Insurance Websites Reflect Sales Models — Not Customer Goals

April 10, 2018

Why Read This Report

Digital touchpoints are supplementing and sometimes displacing traditional sales touchpoints like advisors as customers traverse online and offline paths in their life insurance purchase journeys. To see how helpful and easy to use digital sales features are to customers, we evaluated the websites of seven leading Canadian life insurers. This report lays out where these companies excel — and where they lag — and what digital business strategy and customer experience executives can learn from them.

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Table of Contents

  • Life Insurance Websites Are Not All Created Equal
  • Life Insurers Must Speed Up Sales Site Redesigns
  • Recommendations

  • Rethink Buying Life Insurance Through The Eyes Of Your Customers
  • How Forrester Can Help

  • Get Objective Recommendations For Your Digital Sales Experience
  • Supplemental Material
  • Related Research Documents

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