How to develop an effective multichannel insurance distribution strategy : creating channel harmony versus channel conflict

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      <subfield code="a">How to develop an effective multichannel insurance distribution strategy</subfield>
      <subfield code="b"> : creating channel harmony versus channel conflict</subfield>
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      <subfield code="a">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</subfield>
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