This is an interesting debate that it would be good to see more of the big players across the commercial (and personal) insurance market getting involved in.
Notably, Juliet Williams (Group SME Director, Circle Insurance Services) commented that companies need to embrace all forms of social media in order to connect with 'modern' customers.
As more SME business is traded electronically, how can brokers and insurers make what could be a complex purchase into a simple and easy to understand process for customers? ...' E-trading has become strategically a very important part of our business. We now have approximately 76% of the quotes that come to Allianz actually come to us through our online platforms.' - Jason Potter, E-trading Manager Allianz Commercial