Since each customer segment will have different preferences, behaviors and values, insurers must create a distinctive customer experience for each segment. In addition to tailoring marketing messages, insurers should enable a consistent omni-channel customer experience, because today’s customers expect to be able to interact with a business via one channel, and then re-establish a connection through another, with seamless transitions at all times.
For example, when Michael contacts a call center agent, that agent should be equipped with the information provided on the initial quote, as well as any additional demographic or behavioral information that might be relevant. The same is true for when David decides to purchase insurance—whether through the award-winning agent or a direct channel.
Having established a strategy for enabling relevant, personalized interactions with target segments, insurers must also use data and analytics to measure and track marketing effectiveness—especially with respect to products, price points and channel selection. This is particularly important for helping insurers adapt to changing customer needs and preferences. Finally, insurance leaders must support employees and agents in shifting their behavior, values and skill sets to foster stronger customer relationships. This includes sharing the principles of engagement marketing, empowering front-line workers to build trust-based relationships and making customer insights available to those who need it.