Powerful interaction points - US vs. UK

What is the study aboutTwo countries divided by the same language Data slides for the blog entry http://www.die- biecks.de/weblog/index.php?/archives/3 9-Two-countries-divided-by-the-same- language.html (or just check http://www.die-biecks.de/weblog1 © 2010 IBM Corporation

SearchU.S. consumers prefer personal interaction for searching, quite incontrast with the U.K. Interaction points used for searching (Percentage of survey respondents) 71.0 Website independent comparison provider 38.7 59.8 Website insurer 41.8 20.0 Personal contact with a tied agent 48.2 People I know personally 35.6 (friends, family, employer etc. 48.2 Personal contact with an independent 29.2 agent or broker 51.3 UK USA2 © 2010 IBM Corporation

PurchaseThe same is true for purchasing Interaction points actually used for buying insurance (Percentage of survey respondents) Personal contact with a bank advisor 6.1 2.2 Website other 5.4 3.5 Telephone at an insurance company 9.8 6.7 Website independent provider 20.3 6.7 Website insurer 31.9 18.9 Personal contact with an 13.4 independent agent or broker 27.3 Personal contact with a tied agent 9.7 31.4 UK USA3 © 2010 IBM Corporation

SegmentsThe segment distribution is also quite different in the two countries Attitude Security-oriented Demanding Loyal quality- Price-oriented Support-seeking Informed Cluster individualist support-seeker seeker minimalist skeptic optimizer % of total 13% 12% 19% 18% 21% 17% Key theme "I know what I want "I need personal "I trust my insurer "I do not like "I need advice but "I take time to and organize myself" advice" and remain a loyal insurers – make it prefer to keep research to find customer" cheap and stay distance from my the best" away" insurer" UK 14% 2% 9% 39% 9% 29% USA 9% 6% 24% 24% 18% 19% Security-oriented individualist Demanding support-seeker Loyal quality-seeker Price-oriented minimalist Support-seeking sceptic Informed optimizer4 © 2010 IBM Corporation

Powerful interaction points - US vs. UK

by Christian Bieck

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