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Social Web in Assicurazione: alla scoperta del Social Customer

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20° Meeting Agenti Affiliati TUA Assicurazioni - Alla scoperta del social customer tra gioie (poche) e dolori (tanti).

Abbiamo deciso di concentrarci proprio sulla relazione con il cliente, provando a spegnere, almeno per un momento, i fari sull'acquisizione ed accendendoli sul customer care, sulla fidelizzazione, sul rapporto che solo un agente impegnato direttamente nel territorio può pensare di garantire al suo cliente, aiutato dalle possibilità che gli vengono offerte da ciò che fino ad ora ha magari considerato una minaccia. Abbiamo sottolineato che le difficoltà vanno oltre l'adozione di nuovi strumenti ed il presidio di nuovi canali e stanno soprattutto nel rapportarsi con un "nuovo cliente", spesso anarchico, presuntuoso ed esigente che non si limita a subire passivamente ma vuol essere protagonista, nel bene e nel male. Eppure da qualche parte la situazione deve cominciare ad essere affrontata: i clienti hanno sempre più scelta. Le aziende sempre di meno.

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Social Web in Assicurazione: alla scoperta del Social Customer

  1. 1. 20° Meeting Agenti Affiliati Alla scoperta del Social Customer tra gioie (poche) e dolori (tanti) A cura di Enrico Piacentini Paolo Ratto Marketing Manager Digital Strategist
  2. 2. http://www.flickr.com/photos/86979666@N00/7623744452/ SOCIAL CUSTOMER
  3. 3. https://conversationprism.com/wp-content/uploads/2013/07/JESS3_BrianSolis_ConversationPrism4_WEB_2560x1440.jpg SOCIAL come…
  4. 4. http://www.flickr.com/photos/doug88888/4612035503 Customer come…
  5. 5. http://www.flickr.com/photos/zuccsim/2263129176 Indovina chi…
  6. 6. http://www.flickr.com/photos/luiginter/516768133 Quanti?
  7. 7. http://www.flickr.com/photos/luiginter/516768133 http://vincos.it/osservatorio-facebook/
  8. 8. http://www.flickr.com/photos/luiginter/516768133 In aumento?
  9. 9. http://www.flickr.com/photos/luiginter/516768133 http://vincos.it/osservatorio-facebook/
  10. 10. http://www.flickr.com/photos/luiginter/516768133 Età? Sesso?
  11. 11. http://www.flickr.com/photos/luiginter/516768133 http://www.slideshare.net/globalwebindex/social-platforms-the-global-report-september-2012-italian-version
  12. 12. http://www.flickr.com/photos/luiginter/516768133 http://vincos.it/osservatorio-facebook/
  13. 13. http://www.flickr.com/photos/katiecowden/623254967 Come?
  14. 14. Anarchico Presuntuoso Esigente Capriccioso
  15. 15. E cosa vuole? Essere informato ma soprattutto consigliato e rassicurato. Da chi gli sta vicino. http://visual.ly/social-media-consumer-trends
  16. 16. E cosa vuole? Non avere problemi. E se li ha che siano risolti rapidamente, con garbo e senza ulteriori esborsi economici. http://www.slideshare.net/socialnerdia/2h12-the-state-of-social-media-and-social-media-marketing-in-thesecond-half-of-2012-13488609 Praticamente un miracolo.
  17. 17. Non ci credi?
  18. 18. http://upload.wikimedia.org/wikipedia/commons/6/6b/Glaskugel_CrystalBall.jpg E cosa si può fare?
  19. 19. 1. Affrontare la situazione Situazione NON critica nessun danno Situazione POTENZIALMENTE critica Che fare? (ancora) nessun danno Velocità nel rispondere Velocità nel rispondere Disponibilità ad informare Comprensione rapida della situazione Possibilità di indirizzare commercialmente Soluzione del problema Situazione CRITICA! il danno è fatto Velocità nel rispondere Comprensione rapida della situazione Soluzione del problema Scuse/Risarcimento
  20. 20. 1. Affrontare la situazione Velocità ed organizzazione riducono i problemi
  21. 21. 2. Lasciar perdere (o quasi!)
  22. 22. Tu sei “amico” della tua banca su Facebook?
  23. 23. Perché io dovrei esserlo della mia assicurazione?
  24. 24. http://www.flickr.com/photos/jimfischer/182605629 Ma rifletti…
  25. 25. Lui probabilmente può fare a meno di te!
  26. 26. http://www.flickr.com/photos/philgerb/532663899 Tu puoi fare a meno di lui?
  27. 27. Il mercato assicurativo è in una fase di profondo cambiamento, ma… non è comunque possibile sostituire l’agente assicurativo con il web
  28. 28. http://www.flickr.com/photos/andyde/4762068019 È come fare una diagnosi online, senza però andare dal medico.
  29. 29. Sicuri? http://www.qsalute.it/
  30. 30. Il futuro è così futuro? #hashtag
  31. 31. Il futuro è così futuro? #graphsearch https://www.facebook.com/about/graphsearch
  32. 32. La prima cosa da fare ;-) http://www.facebook.com/pages/create.php?migrate https://www.facebook.com/help/175644189234902
  33. 33. GRAZIE Enrico Piacentini Paolo Ratto Marketing Manager Digital Strategist

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