Web Lets Clients Do Some Of The Work

Conventional wisdom suggests that making your customers work to buy something is a recipe for losing business. After all, the history of the rise and fall of the dot.com era is punctuated with cautionary tales of businesses that used technology to shift operating costs onto customers.

Add to that the fact that most consumers view insurance as a necessary evil and its easy to see why so many early attempts at online insurance sales failed. So, how will the insurance industry shift some of the “work” and its associated expenses to customers?

We already have two factors working against us: (1) the technology needed to enable “click-to-close” in a multi-carrier environment isnt available yet, and (2) insurance buying is too complex to expect customers to change their buying behavior overnight.

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