Gartner Research

Gamification Is Poised to Transform Insurance Sales Force Management

Published: 18 September 2012

ID: G00229203

Analyst(s): Steven Leigh

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
  • Impacts

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

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