The growth of Internet-enabled devices has made a major impact on how all service-based industries conduct daily operations with customers, but the value of direct customer interaction remains apparent for the insurance industry. In fact, survey results indicate that only 23 percent of customers in the Americas region actively perform online research before purchasing insurance policies. The low number of consumers that are performing online research further establishes value of personal communication between agents and customers when presenting policy information.

Insurance companies that encourage their agents to personally meet with clients should invest in cloud-based document management solutions, which will enable agents to better serve customers in person by having access to the same repertoire of tools and information they would typically only have at their desks. By utilizing documents stored in the cloud, agents can offer solutions while physically at the customer's home or worksite, allowing them to build a closer relationship and improve the quality of communication.

Read related: “Case Study: Great American Looks to Cloud for Modern Insurance Platform.”

2. Streamline communication for accurate customer data management

While providing customers with policy support, agents and brokers exchange customer information among claims adjusters, underwriters, accounting professionals, and agency support staff including lawyers, actuaries, and administrative professionals. With so many sources editing the same document, multiple versions often arise, which can create confusion and potentially lead to oversight on important details.

Agencies should invest in the cloud to improve interoffice teamwork between agents, brokers, and agency support staff. The cloud provides work teams with a secure solution for sharing documents and equips teams with the most up-to-date version of files, which facilitates collaboration and eliminates version control issues. And because most of the information exchanged includes confidential customer data, maintaining a detailed audit trail of those who have accessed documents and made changes is necessary to keep personal information protected. Cloud-based document management systems allow approved work team members to access documents and tracks who makes changes as they are made, keeping customers' personal data secure.

3. Create customer-friendly environments

External economic situations are prompting businesses in every service industry to reduce costs and streamline workflow to remain competitive. One of the biggest benefits of implementing cloud solutions is the anticipated cost reduction, which can equate to 40 percent to 50 percent savings for companies switching to an internal private cloud from dedicated IT services.

Agencies should invest in cloud services to improve operations that affect the customer both directly and indirectly. Operational cost savings can be dedicated to customer-facing assets, such as user-friendly website improvements or additional customer benefits. The costs saved by utilizing cloud services can be allocated to hiring more staff to balance agents' workload, creating a less stressful environment so agents can spend more positive time interacting with customers and meeting their needs.

Implementing cloud-based document management solutions streamlines agency operations and reduces administrative obligations, making it easier for agents to work effectively. Equipping agents with access to their documents from anywhere boosts overall productivity and efficiency, which allows them to focus more on providing customers with the highest quality of service.