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Omnichannel strategy as insurance of success

Go digital or go home

Since the COVID-19 pandemic broke out on a global scale almost two years ago, our lives have been affected by major transformations. Measures such as restrictions on mobility or social distance have precipitated a process that had already started at a slower pace: digitization.
It is a real challenge to mention some area of our daily life that has not been influenced by it. At the same time, the preponderant role that the Internet already plays is undeniable – according to Cinco Días, more than 93% of the Spanish population has access to this network (1). Now we enjoy a whole world of possibilities just one click away and without having to scroll.

The challenge of omnichannel

This scenario configures the new reality and the challenge that insurance companies also face. In light of the enormous variety of existing connected devices, as well as the fast pace at which new ones are being updated and developed, how do you highlight those that ensure success in creating, managing and promoting new products or services? Is it essential that all changes go through the network of networks? Here another actor enters the scene: omnichannel.


The insurance world is already opening its eyes to this unstoppable trend, starting with the change of context towards web pages, apps, smartphones or video calls. This new environment results in the need for agents to reinvent themselves and adapt to new communication channels with the client that ensure the same —or better— interaction than face-to-face.

Agent-customer binomial

In this regard, it is vitally important to examine and establish new distribution models so that the agent-client binomial is reinforced through the enhancement of the customer experience —which will translate into an increase in the policies contracted. In this sense, hyper-personalization and self-service based on data collection will be the pillars of this change.


To meet the increasingly demanding customer demands – the cornerstone of this sector – companies must review their processes, as well as create new products – both from existing ones and from scratch – that ensure simplicity and transparency in their hiring and use, in addition to being innovative to make them more accessible to potential customers. In this regard, artificial intelligence and machine learning have positioned themselves as allies in this challenge, even reducing the costs of digitization. In this sense, it will also be key to ensure security and prevention against fraudulent operations, so that the client feels protected and places all their trust in the company.

Modernization of the insurance sector

Omnichannel also goes through the modernization of the industry, from the capture and processing of customer data to the use of advanced management platforms. This is the perfect time to extend agility when it comes to responding to customer needs and adapting to changes in the sector.


For this, the management of analog or outdated tools must give way to digital solutions, such as msg.Sales —for the creation, launch and management of offers and products— and Unified Distribution Platform (UDP) —to complete the life cycle of the insurance. These two multichannel platforms open the door to efficient digitization and provide coverage to large business lines.

(1) ‘Digitalización, ¿cómo hemos evolucionado este 2020?’. Cincodias.elpais


In a society increasingly adapted to digital reality, insurers cannot be left behind. It’s now or never: omnichannel is the future of this industry.