Improving Digital Insurance Shopping: Key Opportunity

The recently published 2022 U.S. Insurance Digital Experience Study uncovered a key opportunity for improving the digital shopping experience: focusing on Information/Content.

Information/Content is noticeably the lowest of the four factors covered in the study with a 35pt gap to Overall Satisfaction:

What is driving this low score? When we dig deeper into the attributes that make up the Information/Content score, we see that only Research Discounts performs relatively well. Much of what digital insurance shoppers tend to see online is related to discounts, but relevant pieces regarding requests for quotes and researching policy information can be difficult to use or missing altogether.

Critical to Information/Content, most respondents found policies difficult to comprehend and the ability to compare pricing and coverage within an insurer to be nearly non-existent:

The good news? Each of these areas represents addressable opportunities to improve the digital shopping experience. Subscribers to the Insurance Digital Experience Study have access to best-in-class examples from within insurance and from across other industries.

Contact us today to learn more about a study subscription or to discuss solutions for your digital experience challenges.