Customer-agent-relationship in the German insurance industry within augmenting digitalization of its society

This research investigates the digital value proposition for customer-agent relationships in the German insurance industry amidst increasing digitalization. Despite the dominance of physical sales channels, significant transformations in customer-agent interactions and behavioral patterns are anticipated. Leveraging the Retail Digitalization Framework (RDF), this study identifies digital and non-digital value proposition drivers, highlighting their implications for customer-centric strategies and sales transformation. The findings contribute to existing literature and provide actionable insights for managing insurance customer interactions effectively.