Gamification Is Poised to Transform Insurance Sales Force Management

G00229203

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Summary

The application of game mechanics will give P&C and life insurers a new tool to change agent behaviors, create stronger partnerships with agents and generate new sales. Insurers that fail to develop competencies will struggle to compete in this new environment.

Table of Contents

  • Analysis
  • Impacts and Recommendations
    • Gamification enables insurers to better motivate field agents toward behavioral change
      • Gamification Aligns Objectives Between Agents and Insurers to Create Change
      • Gamification Rewards Are Much Less Costly Than Raising Commissions and Hiring More Wholesalers
      • Gamification Uses Competition and a Desire for Mastery to Create Change
    • Identifying the functions that agents perceive as being most difficult but delivering value will enable insurers to target the right tasks for gamification
    • Unaddressed technical challenges and poor game design will undermine insurers' gamification efforts
  • Recommended Reading
© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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