eInsurance - Novel Services in the Electronic Environment

Insurance is commonly known to be a complex service. The electronic service environment can also be perceived as complex and difficult to use by customers. Does it, therefore, follow that the elec-tronic insurance service environment is ultimately complex? This article explores the issues in-volved in engaging customers in the electronic service environment for complex services. Transfer-ring traditional insurance services to the Internet environment has been, if not difficult, at least chal-lenging for insurance companies.
Customers who have been used to discussing their insurance mat-ters with a professional, an insurance officer or independent broker, too often experience difficulty in adapting to the novel Web-based services. Due to the complex nature of insurance, customers might find it difficult to understand the content of the service without personal (service) contact. Further, as insurance services are used only occasionally, the switch from the traditional to the Web-based service environment is even more challenging. In this article, an innovative electronic service concept is introduced along with the related research results on the usefulness of the elec-tronic service environment and risk management.
The results of risk management research show that ordinary customers often find it difficult to understand personal risk management and its rela-tionship to insurance. Consumers also tend to underestimate the risks in their living environment. Research on usefulness and usability identifies the crucial characteristics of current Web-based in-surance services.
The innovative service concept that was developed during 2003 and 2007 in the eInsurance project entity, supports customers during their insurance acquisition process and pro-vides safety information related to their living environment.