The insurance industry is going through tremendous change as consumers – especially millennials – demand a digital experience. With smartphones and tablets rapidly becoming ubiquitous, insurance carriers and agents are rethinking how they interact with digitally savvy consumers and redefine customer centricity. Given our reliance on our smart phones, it’s no surprise that 86 percent of consumers would prefer to conduct their life insurance research online, according to the "2013 Insurance Barometer Study" by the LIFE Foundation and LIMRA, and 52 percent of insurance customers would prefer to apply for or purchase insurance online.
To build a foundation for long-term success in the digital age and keep traditional and non-traditional challenges (increasingly eager to enter the market) at bay, insurers must offer their customers the fast, easy, digital experience to which they have grown accustomed – on the device of their choice. While they are succeeding on many fronts, such as the ability to get a quote or manage claims online, they continue to trail in one critical area – the ability to produce highly responsive, mobile device-friendly content from documents originally developed for print – such as explanation of benefits, rate comparisons, policies, contracts and more. This is no minor issue when one considers that these documents are the backbone of the highly regulated insurance industry.
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