The Spotty Record For Insurance Online Cross Selling

When it comes to the top business strategies for North American insurance carriers (and agents), selling more to the same customer is a top initiative. Because, what's a better way to grow revenue and profit in a tough market than to sell more insurance to your proven customers? And thanks to big media budgets, it’s easy to see lots of these cross-selling campaigns in action, from the practical take of Allstate’s Shop Less, Get More campaign to more humorous approaches with Progressive’s Flo and Nationwide’s World’s Greatest Spokesman (among others), duking it out over insurance bundles and multi-product discounts. 

With all this enthusiasm, just how successful are insurance ebusiness at cross-selling?  In our report, “Making Online Insurance Cross-Sell Initiatives Work”,  that went live on the Forrester website today, it turn out that sales performance varies wildly between the ten US insurance companies evaluated, with the best cross-sellers sharing four key characteristics. And it’s not just the best performing carriers that share traits—consumers likely to purchase multiple insurance coverages from a single carrier have their own set of common characteristics around income, age, and even where they live in the US.   

So, what can insurance ebusiness teams do to improve their cross-selling performance?  We outline nine tactics such as including leveraging opportunities to promote insurance when using interactive tools to when and how the cross-sale offer is made during the online experience. Along with auditing internal practices against our checklist, a roadmap for the remainder of 2011 is offered that, if followed, will let insurance providers start 2012 with an effective cross selling strategy.

Want to read the full report?  It's available for Forrester clients here.

What do you think of our nine tactics? What carriers or even other industries do you think have nailed the cross-selling challenge? What other things  do you think eBusiness professionals need to do to ensure that their companies are the first choice when it comes to buying additional insurance protection?  Tell us what you think.

Ellen

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Insurance Online

We outline nine tactics such as including leveraging opportunities to promote insurance when using interactive tools to when and how the cross-sale offer is made during the online experience. Along with auditing internal practices against our checklist, a roadmap for the remainder of 2011 is offered that, if followed, will let insurance providers start 2012 with an effective cross selling strategy.