Satisfying, and Keeping, Your Customer

In today’s increasingly competitive marketplace, it’s not surprising to hear that  a satisfied  customer is not necessarily a loyal one  when it comes to insurance. How to attract new customers and retain existing ones is an ongoing challenge for this industry, as any other. In their inaugural World Insurance Report, consulting group Capgemini and the European Financial Management & Marketing Association (EFMA), offer insurers tips on how to better meet customer needs. The report throws out some interesting findings. For example, while price is the most important factor overall in choosing an insurance product, the degree of price-sensitivity varies substantially by insurance type and by country. American customers, in particular, also view product and brand/trust as key factors when purchasing insurance. Further, despite customers showing a strong preference for buying insurance via the Internet, the number actually buying online is low.

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