Human vs. machine – Personal insurance consulting is a must
Our everyday life is becoming more and more digital. For a long time now, when shopping for new products we prefer going to online search engines over talking to specialists. For insurance products, the situation is a bit different: a personal consultant is necessary.
Your old TV has given up and you need a new one. But what model? Do you want 65 or 75 inches? LCD or plasma? And what resolution? So many questions, one answer – go look it up online. Decisions are eventually made with the help of comparison portals, reviews, and rankings. The procedure is similar for other products and services. Whether you are looking for a new electricity provider, smartphone, or the next vacation – fewer and fewer people seek the personal know-how of experts.
The limits of online research
But when you are looking for products that concern one's health, property, or wealth, consultation via machines is not sufficient. Insurance products are extremely varied and multifaceted and not every policy is right for everyone. Am I single, married, or do I have a family? Home owner or renter? How valuable are my furnishings? Do I work as a craftsman or in an office? All these factors must be considered when deciding on new insurance. It is also important to define one's status quo and goals precisely in order to pick the right product. And this is where the internet encounters its limitations. Get an overview? Maybe. Get customized offers? Impossible.
The insurance consultant – my friend and helper
In terms of insurance, you need a specialist to help you with advice – face to face, if possible. According to a study of the market research and consulting institute YouGov, half of all customers in the insurance field desire personal consulting in the broker's office (51 %) or at home (49 %).1 This goes to show: insurance consulting is a question of trust. After all, customers must share private information with their brokers – ideally over a period of many years. So it is not surprising that new online-based communication such as chat, co-browsing, or smartphone apps only play a minor role with 7%, 5%, and 4% agreement among the respondents respectively.