Insurance company websites have officially surpassed agents in terms of importance to client interaction and service, according to J.D. Power’s 2020 U.S. Auto Insurance Study. This is the first time in the study’s 21-year history that websites have surpassed agents.
“We’ve seen this trend developing for several years, but this is the first time that the digital channel has become the preferred means of interacting with auto insurers, exceeding one-on-one communication with agents,” said Robert Lajdziak, senior consultant for insurance at J.D. Power. “This has huge implications for the industry because it puts the focus squarely on digital investment to notably expand creating seamless customer touch points. It’s an area in which the major national carriers excel, versus hyper-local, albeit knowledgeable, agent networks.”
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