Insurers Must Beat the Customer Engagement Disconnect
Insurance marketing professionals are striving to beat the customer engagement disconnect.
They know that customer engagement must go beyond internet and social media participation to meet customers where they are — at their cell phones. We live in a world where the mobile phone has become the center of people’s lives. Insurers should be taking full advantage of this.
Sure, customers are using their smartphones to surf the net and participate in social media. However, the best way to reach customers personally is through voice mail, text messages and email.
My most recent blog for SPLICE Software covers the results of a recent Marketo study of marketers from many industries across four countries. The study reveals that marketers, in general, know they must overcome what I call the customer engagement disconnect. Not surprisingly, the study also reveals that customers are willing to be brand advocates for companies that demonstrate they care for them.
The study also reveals that customers are willing to be brand advocates for companies that demonstrate they care for them.
Insurance marketers need to find the tools to help engage more directly with potential and current customers. Usually, sales and customer service departments already have such tools. To ensure messaging and branding are consistent, marketers should be partnering with other departments that are contacting policyholders.
While my SPLICE blog centers on personal lines insurers, the study also offers insight for B2B communicators. If you market commercial insurance take note: B2B customers have even higher expectations on brands when it comes to engagement. And note this: they are more willing to be brand advocates compared to B2C customers.
I hope you’ll check out the blog. It offers much more specific information to encourage marketers to start thinking about how to topple the customer engagement disconnect.