82% of consumers surveyed think it is important to have personal interaction when making an insurance purchase.

The assumption in today's increasingly digital age is online will be the dominant channel for research and transactions in the future. Our survey suggests that while online is an important part of the future, it is just one component of an integrated channel management capability that is essential to respond to consumers. And these sentiments are irrespective of age.

	Life/annuity	Property/casualty
Personal interaction is important when…	82% purchasing 77% researching	82% making a claim 71% extending coverage 63% renewing my policy

Percentage of customers by age saying personal interaction is important or essential when buying a policy (life/annuity)

Although it is important to embrace online methods of interacting with customers, insurers cannot ignore that a significant portion of the customer base prefers more traditional means of communication, such as telephone, mail and face-to-face when performing certain transactions.

Customers clearly voiced a desire for simultaneously improving online access while continuing with personal contact when it matters. A true multi-channel approach to servicing the customer is essential, not just today, but in the years to come.

Provide options and make it seamless

• Integrate online and offline channels to deliver a seamless set of customer interactions.
• Offer multiple sales and servicing strategies to accommodate varying interaction preferences within the consumer base.
• Allow consumers to choose the communication method that suits them at any time and for any purpose and the ability to switch between the channels without repeating part of a transaction.
• Offer multiple sales and servicing strategies to accommodate varying interaction preferences within the consumer base.

Be transparent and consistent

• Provide simple and transparent products that customers can research independently and buy with confidence. Provide easy online access to relevant products and information.
• Create online communities and other social networks that will help like-minded consumers connect.

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