The application of game mechanics is an important new tool for P&C and life insurers to “change agent behaviors, create stronger partnerships with agents and generate new sales,” according to a new report from Gartner, entitled “Gamification Is Poised to Transform Insurance Sales Force Management.”

While the technology could be useful throughout an organization, the report predicts that the first place within insurance operations that gamification will appear is agency management functions: “Gamification is designed to alter agent behaviors in the areas of new sales, agent software usage and agent onboarding, by creating engagement and incentives to drive the behaviors that will make agents successful.”

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