Six MORE secrets for unlocking customer engagement for insurers

Six MORE secrets for unlocking customer engagement for insurers

Author: Abhiraj Banerjee | Categories: Customer Engagement, Demand Generation, Insurance, Personalization

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As we move away from face-to-face prospecting and selling, digital engagement is the new online handshake. In today’s insurance marketplace, business relationships are initiated online, using personalized thought leadership content to attract prospects, engage with your brokers and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and builds relationships with your clients.

In spite of that, insurers lag in using multiple social and digital media sales channels. At least 60% of existing customers continue to buy products from only one channel, according to the World Insurance Report.

We are pleased to launch Part Two of our two-part series, The secret to effective connection on digital: 12 Insights to help insurers better engage their customers (Part 2). In this new eBook , we offer six MORE critical secrets that insurance firms must understand to compete in today’s digital world. These include:

  • Customers already know what they want and need from your website
  • Individualization Is the core deliverable
  • Data analytics can drive messaging
  • Conversions depend on conversations
  • There Is a proven roadmap to personalizing content
  • Integration Is the key to effective engagement

Here is an excerpt from the book:

INSIGHT 11: There Is a proven roadmap to personalizing content

Five key steps can help integrate personalization into your digital customer engagement process:

1. Engage throughout the search/acquire/claims cycle – This creates the basic framework of any consumer’s mindset as the individual progress from understanding a need to becoming a satisfied, repeat customer.

2. Evaluate and re-evaluate disposition– Any visitors to your website will leave clues as to whether they are a serious buyer and how far they have progressed in the buying cycle. Tracking the pages on which an individual spends the most time, the information he or she requests and the material that is downloaded creates a profile that can help you identify key decision points. Is the prospect most interested in saving money, increasing their coverage or just adding insurance for the first time? Knowing this will help you deliver specific content that addresses these issues.

3. Create audience segments and profiles – Profiles give you critical information that helps you develop a manageable content delivery system. Simply put, profiles and segments tell you who is shopping and what they need to know.

  • Profile customers to grasp the differences between likely buyers and the general population.
  • Segment customers to find similar groupings that allow communications and marketing initiatives to be effectively targeted to individuals while remaining manageable.
  • Predict behavior and attributes to anticipate profitability, potential for satisfaction, loyalty and any likelihood of cross-selling more products and services.