The Web is long past being this newfangled thing nobody understands," says John Swigart, chief marketing officer at Esurance, summing up the challenges carriers face when trying to provide an experience that meets and exceeds customer expectations. Web-savvy customers want more, and vexingly, their demands continue to grow.
"One of the biggest things we've learned, particularly in the last three years, is how fluid the Web has become," notes Conrad York, director of marketing for Northwestern Mutual Life Insurance Company. "You continually have to change your architecture and design to stay ahead."
Yet within this fluidity, there are some constants–key features customers simply won't do without. The first is, no matter what business customers are allowed to conduct at your site, they expect to be able to do it right away.
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