Consumer purchasing a product online. A basic tenet of marketing is to provide a unique, engaging and, in the digital era, highly personalized experience. To achieve this, providers need to enhance a number of key technologies like data collection and analysis. (Photo: Sikov/Adobe Stock)

Insurance providers were certainly not immune to the disruptions caused by COVID-19. Just as it disrupted manufacturing, supply chains, travel and other commercial sectors, insurance companies have had to adjust rapidly to the dramatic changes the pandemic brought to daily life. A recent survey by NielsenIQ data showed that 67% of consumers have changed their buying habits due to the virus, and this would include the consumption of insurance products and services.

Across the economic spectrum, businesses are turning to business-to-consumer (B2C) models in order to maintain their competitive advantages, and insurers are no exception. By engaging directly with consumers via websites, mobile apps and other tools, insurers are able to deliver services at a lower cost and provide higher levels of service.

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Patricia L. Harman

Patricia L. Harman is the editor-in-chief of Claims magazine, a contributing editor to, and chairs the annual America's Claims Event (ACE), which focuses on providing claims professionals with cutting-edge education and networking opportunities. She covers auto, property & casualty, workers' compensation, fraud, risk and cybersecurity, and is a frequent speaker at insurance industry events. Contact her at [email protected]

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