There are ample opportunities to make both quoting and binding “fun and easy” while still highlighting key product provisions and features to diminish potential future confusion. Several companies have done a good job at this; here are some ideas:

• Simpler policy language: Although the actual policy language and legalese must remain, it may be helpful to translate some of the key highlights into something more palatable – and even interesting to read.
• Highlight what is NOT covered before “checking out”: Insurers have a lot of historical data on where misunderstandings lay with consumers. Perhaps before purchasing the policies, insurers can highlight examples of past issues.
• Reminders on product coverages: Because most people seldom interact with their insurers unless necessary, it may be worthwhile to email clients once a quarter with a summary of what is covered and not covered in their policies, highlighting examples of common claims covered or not covered, and reminding them you are available for questions.
• Event-driven education: A major event or peril is a great opportunity for insurers and agents to contact their customers (via email or social media post) to confirm that they know their coverages, even if the event does not directly affect them.
• Creative product tutorials: Taking the reminders a step further, several insurers have put out product tutorials on YouTube or their websites to explain both commercial and personal coverages.
• Social media: This remains a great venue to educate the public – on a creative and constant basis – to provide more insights on what is covered (or not) in a particular policy. Stories, case studies and examples are powerful ways to grab the consumer's attention.

There's no excuse for policyholders to endure poor claims experiences or the sudden discovery that something is not covered in their policy. And the onus should not only be on the insurance industry; insurance buyers must also make an effort to fully understand their policy provisions before purchasing coverage.

Consumers have access to many free online resources and can contact their agent or insurer for more information. And perhaps the solution is beyond the actions of the individual carrier. The industry as a whole may need to invest more resources to creatively educate individuals and small businesses.

Although there has been real progress in making the sales process quick and efficient, the key challenge is to engage customers in the right way to ensure that they are actually reading and absorbing the contract as well as appreciating the important terms and conditions relating to their risk.