Centro de Documentacion de Fundación MAPFRE - How to develop an effective multichannel insurance distribution strategy : creating channel harmony versus channel conflict

MAP20090104198

How to develop an effective multichannel insurance distribution strategy : creating channel harmony versus channel conflict / by Chad Mitchell with Benjamin Ensor and Courtney Tincher. — Cambridge : Forrester Research, 2009

(For eBusiness & channel strategy professionals)

Sumario: Insurance distribution is evolving and becoming more complex as more customers go online and switch channels to research and buy insurance. eBusiness and channel strategy executives struggle to manage distribution through multiple channels, resulting in channel conflict and poor multichannel customer experiences. Insurance eBusiness and channel strategy executives must work across the enterprise to develop a clear multichannel distribution strategy with senior management support. Executives must align culture, organizational design, technology, metrics and processes, and incentives, and they must communicate the value of the new strategy to all stakeholders for successful execution

1. Distribución de seguros . 2. Canales de distribución . 3. Marketing estratégico . 4. Internet . 5. Diseño de sistemas . 6. Márketing de la empresa de seguros . 7. Comercio electrónico . I. Ensor, Benjamin . II. Tincher, Courtney . III. Forrester . IV. For eBusiness & channel strategy professionals . V. Título.