Sure, online quotes and sales in insurance have increased, but insurers can’t ignore the other important distribution channels. Insurance eBusiness and channel strategy executives must work across the enterprise to develop a clear multi-channel distribution strategy with senior management support, according to a new report from Forrester Research. Executives must align culture, organizational design, technology, metrics and processes, and incentives, and they must communicate the value of the new strategy to all stakeholders for successful execution.

Insurance distribution is evolving and becoming more complex as more customers go online and switch channels to research and buy insurance, the report says. However, what happens once they go online? Ipswich, Mass.-based Customer Respect Group found that only 61% of Web sites provide an option for an agent callback and just 37% of sites make it easy to find how to ask for a call back.   This, obviously, can pose a problem for agent-based insurers. eBusiness and channel strategy executives struggle to manage distribution through multiple channels, resulting in channel conflict and poor multi-channel customer experiences.

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