Five no regret moves for superior customer engagement – McKinsey
Article Synopsis :
The rise of social networks and mobile have fundamentally changed the way businesses, including insurers engage with their customers. To deliver superior customer experiences, customer engagement has become more touchpoint and channel-centric now. Rather than focusing only on touch points during the marketing and sales effort, insurers need other techniques to nurture meaningful, ongoing relationships that involve on-line and off-line interactions.
McKinsey Quarterly article “Five ‘no regrets’ moves for superior customer engagement” aims to help senior executives to move beyond their functional view of customer engagement and to improve the coordination of activities across the broad range of touch points they care about. As per the article, the five no regret moves for better customer engagement are:
- Hold a customer-engagement summit
- Create a customer-engagement council
- Appoint a ‘chief content officer’
- Create a ‘listening center’
- Challenge your total customer-engagement budget
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Digital Insurer's CommentsCustomers are looking for value, that too being delivered across channels and timelines. Anticipating customers needs is the way to differentiate. Insurers in Asia will have to tinker the engagement model and prioritize their engagement budget in order to capitalise on the right opportunities.
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