Sun Life Assurance Company of Canada announced yesterday that it has earned the highest overall score in Forrester’s November 2016 Canadian Life Insurance Digital Sales Functionality Benchmark.
Forrester’s report noted Sun Life’s considerable lead in the field of digital sales, and found that the insurer was the most effective at supporting the needs of clients who prefer to purchase over the Internet, as well as those who choose to work with an advisor via Sun Life’s website.
The report assessed how efficient Canada’s major life insurers are using “digital touchpoints” to win over new business. Sun Life earned a score of 75 out of 100, beating out the industry average of 47 out of 100.
Sun Life’s digital life insurance sales experience was evaluated using 35 points of criteria, each based on how accessible the insurer’s products and services were on desktops, tablets and mobile devices. The evaluations were categorized into three stages of the client experience journey:
- Discover: Make it easy for prospects to find relevant coverage details quickly
- Explore: Help prospects research and find the right coverage
- Buy: Simplify the application and sale
Sun Life scored a near-perfect for the “Discover” stage, the report found. It also outlined how the insurer “communicates its strong value proposition, its ability to help clients navigate information to suit their needs and inform their choices, and the support it offers to clients looking for an advisor with a strong advisor locator tool.”
“We feel that this recognition is another example of how Sun Life is committed to creating remarkable digital experiences for our clients,” said Sun Life vice-president of Global Digital Strategy Cynthia Stark. “We know that digital touchpoints are changing how Canadians buy life insurance, which is why we’re striving to meet the demands of our clients at the right time and in the right way.”
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