Knowing where to start when it comes to embracing digital and technology can feel intimidating.
On top of navigating the minefield of where to begin, many brokers may also struggle to find both the time and the resources to do so.
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“On the one hand, we’ve got some real forward-thinking digital brokers that are carving a path for all brokers, but I think that there is a pool of brokers that want to invest in this, and want to get ahead of the curve, but they’re struggling to find the resources,” Jason Storah, executive vice president, broker distribution,
Aviva Canada, told Insurance Business.
While there is a group that are ahead of the curve, Storah said that some brokers are hesitating when it comes to digital for a variety of reasons – they may feel their insurance companies aren’t supporting them enough, or, for those with a client base in the local community or a steady growth trajectory, digital just might not resonate with them.
But in all cases, brokers should start somewhere.
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That could be through a number of simple steps such as optimizing a website, looking at social media, or just taking a closer look at where marketing dollars are invested online.
Aviva’s digital marketing consulting group was set up with the express aim of providing guidance to brokers on where to begin their digital journey, Storah explained.
“Even some of our most digitally forward brokers are still working actively with our [digital marketing consulting group] colleagues,” he said. “They see the value of the kind of expertise and consulting advice that we’re offering for free – you can pay quite a lot of money for that advice if you go to a third party.”
The personal banking sector is a prime example of an industry that has used digital to improve customer engagement, Storah said, and it’s these kind of examples that brokers should take note of.
The key take-away?
Brokers should not perceive technology as anything other than a way to take the administration out of insurance, and to make engagement with customers more relevant.
“I think that’s where the opportunity is,” Storah added.
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