The changing face of the insurance customer – A white paper by Anthony Day from Suncorp
Article Summary :
Customer behaviour and interaction patterns have been greatly influenced in the digital age and insurance marketers need to change their business strategy to match the pace of transformation. In the white paper titled “The changing face of the insurance customer”, Anthony Day from Suncorp focuses on commercial insurance customers (particularly SMEs) and provides answers to the following questions:
- Who is today’s commercial insurance customer?
- What do they want from their insurer?
- What must insurers do to respond to the changing face of the customer?
Key Insights :
The white paper highlights two emerging strategies that insurers need to keep in mind while dealing with the evolving customer:
- The customer must be front of mind to everything an insurer does
- To cater for the changing customer, multi distribution channels and brands are the future for insurers
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