How far are we from the day when a major carrier like State Farm Insurance changes its name to StateFarm.com? As a sales distribution channel, that day is still some way off, undoubtedly much to the relief of the people on the business side. But as customers increasingly turn to the Web, its clear company sites have become a powerful service distribution channel that has become a major part of the insurers corporate identity.
I think its an important part of the puzzle, says Bob Reiner, director of enterprise Internet services for State Farm Insurance. Its certainly a different connecting point for the customer, especially for the next generation coming up. It may very well be their first impression of you as a company.
Given that companies cant make a first impression the second time, the Internet is a critical component of a corporate business plan and will grow in importance. As time progresses, says Jamie Bisker, director of research for insurance practices with the TowerGroup, a research and consulting firm located in Needham, Mass., the Web will become easier to use and will enable instant communication between businesses and consumers.
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