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27% of insurance customers prefer digital services, SAS reveals

The research revealed that some one in five (21.1%) anticipate using digital services in addition to in-person interactions

More than one in four (26.9%) UK insurance customers stated that they will only use digital services in future, according to new research from SAS.

The research revealed that some one in five (21.1%) anticipate using digital services in addition to in-person interactions.

The findings follow improvements in customer experience since the pandemic struck; with only 18.5% feeling it had “got worse”.

The research suggests that insurers must “demonstrate” how they are using data to improve the customer experience, thereby “encouraging” customers to share more personal data.

Overall customers are reportedly “more willing” to share personal data since the pandemic by a margin of nearly 10%.

Paul Ridge, head of insurance, SAS UK and Ireland, said: “Customers are increasingly aware of this; they want the benefits of a positive digital experience, and as a result, are becoming more willing to share personal data.

“But in order to extract these insights from data they need to leverage advanced analytics and AI so intelligent decisions are made, particularly at a time of need. Failure to deliver timely and meaningful interactions could be very costly, as customers are expressing a willingness to switch providers after only a few bad experiences.”

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