How well do insurers know their customers? Consider Maria, a 30-something woman living in a large city with her fiancé and his two children. Their household income is between $50,000 and $75,000, and they own one vehicle and a three-bedroom townhouse.
Historically, this could have been enough information for an insurer to provide adequate customer service. However, digital disruption has changed many customers’ expectations and how they interact with service providers. Maria and her family would likely respond more favorably to an insurer that knows that her route to work is less dangerous than the average commute, that she is a safe driver who rarely speeds and that the family never leaves the house without setting the alarm.
See also: The Case for Personalization
Accenture research found that 77% of customers are willing to provide usage and behavior data in exchange for lower premiums, quicker claims settlement or tailored coverage recommendations.
Watch this Insurance Insight of the Week video to learn why it is imperative for insurers to offer a personalized experience.
Five stages to offering more personalized insurance experiences
Leading insurers are beginning to take this approach to deliver more personalized insurance experiences. One major insurer is combining customer profiles, transaction histories and social media data to generate a personalized experience via mobile app. Another is leveraging customer data to create customer microsegments to fine-tune customer retention and cross-selling campaigns.
This much is clear: Existing and emerging digital capabilities will only bolster the push to personalization, and insurers cannot afford to ignore the opportunities provided by personalized services.
Learn more:
- Download Satisfy the Craving for Insurance Personalization: Delivering highly relevant, omni-channel customer experiences (PDF).
- View other Insurance Insight of the Week videos.
- Email me to discuss how Accenture can help insurers successfully progress through these five stages of personalization and agility.
