Gartner Research

Social Media Becomes a Critical Tool in Insurance Distribution Success

Published: 21 March 2013

ID: G00248273

Analyst(s): Steven Leigh, Kimberly Harris-Ferrante

Summary

Social media is crucial to North American life and property and casualty insurers' efforts to support and empower their agent and broker channels. Insurance CIOs must understand business sales strategies and be ready to develop effective social media tools to grow insurance sales.

Table Of Contents
  • Impacts

Analysis

  • Effective Use of Social Media With the Sales Channel Can Drive Business Success and Agent Empowerment

Impacts and Recommendations

  • Insurers will deploy social media platforms to create collaborative electronic workplaces that allow secure, private communication and interaction with their distributors
  • The use of social media for agent-to-consumer interactions can drive down communications costs
  • Social media will become a key source of leads for insurance agents and must be integrated with lead management systems

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