Digital processes could ’eliminate’ repetitive tasks and free up time for customer service

Exactly 70% of brokers said they would be interested or very interested in further digitalisation or automation according to Aviva’s annual Broker Barometer survey.

Released today (1 August 2022), the insurer’s survey revealed that “improving customer service” was the main reason given for wanting to become more digital by those brokers who said they were interested.

Local brokers were the most interested in becoming more digital, with 76% either interested or very interested in the proposition. National brokers were next at 62%, while 60% of regional brokers noted their interest.

Aviva’s research surveyed 220 general insurance brokers between 29 March and 1 April 2022 on their attitudes towards digitalisation.

Behind customer service, gaining a competitive advantage (39%) and increasing new business (37%) were the motivations most selected to explain their increased desire to digitise.

Other reasons given included finding new market opportunities (27%), remaining competitive (22%) and consolidations (12%).

The survey also revealed that the vast majority of brokers (84%) would prefer to write most of their business via a point in between fully automated and in-person underwriting – with a slight preference for automation.

No fuss

Maria Crockart, SME digital trading and automation director at Aviva, said: “[brokers] are always looking for new and innovative ways to meet customers’ constantly evolving needs and demands and so are we.

“Customers need the flexibility to make routine changes to their cover when it suits them, quickly and with no fuss. They are already comfortable with using technology in every aspect of their lives and value the time saving and convenience it brings.

“Brokers, meanwhile, want digital solutions that reduce or eliminate repetitive tasks, freeing them up to deliver even better class customer service.”