onsumers would be considered as high potential clients and hence it is important to establish a relationship with them even if they are not profitable at the moment. While this document suggests several personalization options that are available to insurers, it is for the insurer to decide the relative costs and benefits of each of these options and to accordingly decide which facility to offer to which segment of consumers. 5PERSONALIZATION ON INSURANCE WEB SITESPersonalization of insurance web sites would involve providing the following features:5.1 General information about company, Insurance concepts, company products, procedure details, Faq’s etcAll this content needs to be assigned attributes; each object on the web page should be associated with a few target segments, based on age, income, life event, profession, awareness levels etc. The level of detail that should be given to each segment should also be decided.5.2 NewslettersNewsletters are a useful means of attracting repeat visits to the site. The content of these newsletters should be personalized and should be according to the users stated preferences.5.3 Calculators & estimatorsMost insurance web sites provide calculators to estimate the user’s insurance needs, the amount of disability cover, health cover, education costs etc. However, the potential for personalization of these tools is unexploited. It is therefore proposed that the results of the calculations be stored for each session. Whenever the user logs in, his previous calculations should be retrieved and the details that the user entered last time are shown. The user should be asked whether the details provided by him last time are still valid. If the user desires, he could change the data that he had input the last time and recalculate.5.4 Agent Locators These are tools that help to locate the agent nearest to the user. Similar to the calculators, it is recommended that the d...
