The future of insurance products distribution: Digital channels vs human touch

SUMMARY

The Nigerian insurance industry is undergoing a digital transformation; however, the human touch remains essential. This article explores how Coronation Insurance Plc. blends digital convenience with personal touch to deliver seamless customer experiences. From instant online services to empathetic guidance for complex claims, Coronation ensures trust, confidence, and continuity for every policyholder.

Technology and Transformation

Across the world, and increasingly in Africa, technology is reshaping insurance. In Nigeria, the industry is undergoing a remarkable shift from decades of apathy and weak regulation to a new era of innovation, accessibility and strong regulation. Insurance distribution is being rebuilt in real time, as organizations guide customers from awareness to adoption through smarter and more efficient channels.

Digitization has made insurance more accessible than ever, but it also raises important questions about the role of human connection in the process. This article explores the unique strengths of digital channels and the irreplaceable value of human touch, and how combining both can deliver the best outcomes for policyholders.

What Do Policyholders Want?

Understanding the desires of intending and existing policyholders is essential for insurance organizations to successfully implement insurance distribution. Customers are currently invested in paying for policies that guarantee them the following:

• Convenience

Policyholders expect insurance to be as simple as ordering food online, and individuals have come to expect nothing less from insurers. A convenient experience is a digital one that involves quick quote generation, a premium calculator, short and digital forms, effective payment gateways, and more.

• Trust

Customers need assurance that insurers will honor commitments, especially at the claims stage. Trust grows through transparency, consistent communication, timely/prompt settlement, and a proven track record.

• Confidence

People want to know they are choosing the right insurance provider that will support them when they need it. 24/7 access to responsive customer support, customer education, and an impeccable reputation are effective in gaining and retaining an individual’s confidence in an insurer.

• Continuity

As a policyholder’s life evolves, so do their insurance needs. This can be made possible when there are systems in place that keep insurance providers in the loop to ensure continuity. Courtesy calls, policy renewal reminders, product newsletters, and more are necessary for continuity.

Strengths of Digital Channels

• Easy Reach: Tools like SEO optimization, social media marketing, and digital ads expand reach at relatively low cost, and it is best suited for products such as travel, motor, householder, or personal accident insurance.

• Instant Service: Retail customers value speed. Features like auto-filled forms, instant quotes, e-policy documents, and 24/7 chatbots provide fast resolution.

• Personalization: Data insights allow insurers to track preferences, follow up on abandoned quotes, and offer tailored products.

• Embedded Insurance: Embedded insurance is inherently digital because it entails fitting insurance covertly into other daily experiences, such as a household appliance purchase, a loan application, or a flight ticket.

Strengths of Human Touch

• Guidance for Complex Insurance Needs: For products like commercial property, engineering projects, or professional liability, agents and brokers provide expert guidance that digital tools alone cannot do.

• Overcoming Skepticism: In an underinsured market like Nigeria, personal conversations help first-time buyers understand the benefits of the products and build confidence.

• Empathy: Automated systems cannot replace the reassurance of a compassionate call when a claim is made. The Insured requires assurance that the underwriters feel them and understand their plights. They look forward to soothing, empathetic words and guidance on how to handle the situation. Human empathy strengthens loyalty and trust.

Coronation’s Approach: Bridging Digital and Human

A future of insurance does not belong to those who choose between digital or human, but to those who combine both seamlessly.
At Coronation, our unified approach connects every touchpoint: website, WhatsApp, retail portal, USSD, 24/7 contact center, and Claims Portal. Customers appreciate cohesive profiles, ensuring a seamless service experience across all channels.

• Straightforward needs are resolved via self-service digital channels with updated resources.

• Complex cases are routed to Coronation staff for direct support through phone calls, texts, or emails.

• Coronation’s Retail Portal empowers customers to independently purchase essential products such as travel, gadget, and personal accident insurance, quickly and conveniently, without the need for human assistance.

• Simple claims involving motor insurance, travel insurance, and personal accident are resolved through our Coronation Claims Portal, with a photo and video upload feature for proof, AI-automated verification, instant feedback, and payout within 48 hours. Complex claims receive human-led support, guided by insight and empathy.

• Empowered Agents: Our Agents remain vital, equipped with digital tools for quotes and commission tracking, alongside regular training on products and customer engagement.

Thriving Together

As forward-thinking insurers, digital channels and human touch are not rivals; they are partners. Together, they deliver precision, convenience, and reassurance.

At Coronation Insurance Plc., we believe technology accelerates, not replaces the human connection. Whether through our Retail, Claims Portal, mobile platforms, or trusted advisors, we are committed to making insurance accessible, simple, and reliable.

Experience the future of insurance distribution, where digital convenience meets genuine human care.

To read more articles from Coronation Insurance Plc, please visit https://coronation.ng/insights/