Hybrid Sales Index study

Omnichannel remains the future: primary insurers are focusing on diversity in the sales landscape

Comparison portals, platforms, growing competition and digital contract options… In this context, insurance customers are more and more willing to switch providers and are more critical of insurance companies. They expect seamless and personalized customer experiences, transparency as well as maximum digital convenience. Omnichannel capability and ensuring a hybrid customer journey are more vital than ever for insurers to stay competitive.

The Wavestone Hybrid Sales Index© 2024 once again analyzes the sales channels of relevant primary insurers, providing a transparent overview of the development of omnichannel strategies and the current competitiveness in the insurance market. The index provides a benchmark for omnichannel capability in the German-speaking insurance market, evaluating the status quo against previous years. It identifies areas for action to fulfil customer needs and to unlock the potential of modern sales journeys for business growth.

New this year: in addition to the German market, we also provide an in-depth analysis of the Austrian and Swiss markets and an international outlook on the UK.

Specifically, the study answers two key questions:

• What is the current level of maturity in the implementation of modern sales journeys?
• How does a company’s maturity level compare to that of its competitors?

The original study is in German. We have prepared a short version for you in English, which summarizes the most important points.