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Insurance Customer Journey (in Polish)
Jak IBM Marketing Platform wspiera koncepcję zorientowania firmy na klienta? Poprzez rozpoznanie i zrozumienie jego potrzeb oraz odpowiadanie na nie, co prowadzi do: - budowania długofalowych relacji, wzmacniania zaufania oraz kreowania adwokatów marki; - Omnichannel poprzez zapewnienie spójnych doświadczeń sprzedażowych i obsługowych w każdym z kanałów kontaktu; - rozwój zdolności biznesowych prowadzących do cross-funkcjonalnego zarządzania wiedzą o kliencie, kontaktami, priorytetyzacją i optymalizacją celów biznesowych; - spektrum możliwych działań podejmowanych w stosunku do klienta od oferty up/cross-sellowej, przez retencję, informację, rekomendację działania do braku działań włącznie. IBM Marketing Platform pozwala na optymalizację marketingu wielokanałowego, pomagając dotrzeć do tysięcy lub milionów osób z właściwym przekazem, we właściwym czasie i właściwym kanale. Rozwiązanie IBM pozwala na uwzględnianie preferencji poszczególnych klientów oraz na szybkie i ekonomiczne projektowanie i realizowanie strategii komunikacji z konsumentami za pośrednictwem wszystkich kanałów elektronicznych i tradycyjnych poprzez: - prowadzenie efektywnego, ciągłego dialogu z obecnym lub potencjalnym klientem z uwzględnieniem całej historii tej relacji, w tym zaprezentowanych ofert, kontekstu i szczegółów kampanii oraz odpowiedzi lub ich braku; - zarządzać kompleksowo logiką kampanii, w tym segmentacją grupy docelowej, wyłączeniami i przypisywaniem ofert i kanałów; - dotrzeć do każdego klienta z właściwym przekazem i we właściwym kanale, a w efekcie podnieść współczynnik konwersji z ofert up/cross-sellowych.
Insurance Customer Journey (in Polish)
- 1. System do zarządzania komunikacją bezpośrednią z Klientami wewszystkich kanałach
- 2. Klienci Ubezpieczycieli oczekująspójnej komunikacji 50% Klientów zaczyna poszukiwania ubezpieczenia na urządzeniach mobilnych Ale, 67% Ubezpieczycieli przyznaje, że nie są gotowi na zarządzanie spójną komunikacją z Klientem
- 3. Pokolenie Y -Millennials oczekuje bezpośredniej personalizowanej interakcji 71% Millennialsów lubi radzić się znajomych w Sieci w czasie wybierania ubezpiecznia Ale, 66% Ubezpieczycieli nie posiada spójnej strategii w mediach społeczniościowych
- 4. Innowacyjne technologie zmieniająrynek ubezpieczeń Prognozowana wielkości rynku technologii wspierających Ubezpieczycieli osiągnie $3.7 miliardów za 4 lata Przychody Ubezpieczycieli z obecności w świecie cyfrowym wyniosą $54 miliardy do roku 2018
- 5. Powstają nowe modelebiznesowe na runku ubezpieczeń 52% Ubezpieczycieli jest przekonanych, że nowe modele biznesowe będą mieć rewolucyjny wpływ na branżę ubezpieczeniową Nastąpi 18% przesunięcie z modelu Agencyjnego do eCommercowego
- 6. Ubezpieczyciele zaczynają sięprzygotowywać do tej zmiany Aż 90% CEO Ubezpieczycieli planuje koncentrację na Kliencie w ciągu najbliższych 5 lat 39% Ubezpieczycieli dostrzega już teraz wpływ zmiany preferencji zakupowych Klienta na swoje przychody
- 7. Analizować w czasierzeczywistym wzorce zachowania Klienta i kontekst interakcji Prowadzić spójny dialog z Klientem wraz z predykcją jego potrzeb Włączyć się w kanały, w których przebywają i rozmawiają Klienci Wygrywająca strategia dla Ubezpieczyciela
- 8. Targetowanie i personalizacja w priorytetach2015 Które trzy obszary marketingu internetowego są najbardziej priorytetowe dla Twojej firmy w 2015 roku?
- 9. Base Customer ProfileDataDane demograficzne i CRM Co nam o sobie powiedzieli? Czy i jak odpowiedzieli? Co robią? Jak się czują? Rozbudowywanie profilu Klienta (360°) Transactional Data Explicit Preferences and Permissions Contact & Response Data Behavioral Data Social Insights Co kupili? Co warto analizować?
- 11. Marcin Wiek – 35lat Ma wykupione ubezpieczenie na mieszkanie. Jest osobą pracującą w dużej firmie finansowej, lubi innowacyjne rozwiązania, korzysta często z internetu.
- 12. 2 1 3 4 5 6 7 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Na podstawie mojego profilu użytkowania otrzymuje wiadomość Push informującą mnie o ciekawej ofercie na ubezpieczenie na samochód
- 14. 2 1 3 4 5 6 7 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Wchodzę na moje konto online z mojego telefonu komórkowego i otrzymuję taką samą ofertę na głównej stronie.
- 15. Ta sama spersonalizowanaoferta oferta pokazuje sie na stronie głównej Ta sama spersonalizowana oferta pokazuje się po zalogowaniu sie do konta użytkownika
- 16. 2 1 3 4 5 6 7 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Nie byłem do końca zainteresowany ofertą pokazaną na stronie www, więc wyszedłem ze strony i przeglądam inne witryny, zauważam że oferta na ubezpieczenie za mną podąża
- 17.
- 18. Looks alike Emisja ofertydo zidentyfikowanych bliźniaków statystycznych Wyświetlenie spersonalizowanej oferty do nowych użytkowników 35 profili zawodowych Wiek, płeć 50 profili zakupowych 160 profili zainteresowań
- 20. 2 1 3 4 5 6 7 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Kliknąłem w baner, który mnie przekierował na profil mojego użytkowanika na stronie
- 21. Otrzymałem ciekawą, lepszą ofertęna stronie mojego użytkowanika, ale nadal nie jestem zainteresowany.
- 22. 2 1 3 4 5 6 7 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Po pewnym czasie jak już wyszedłem ze strony, otrzymuje spersonalizowany e-mail w którym mam informacje odnośnie oferty oraz kontakt do mojego agenta, jestem zainteresowany szczegółami więc kontaktuje się z agentem, podoba mi się że w mailu mam mapę na której mogę sprawdzić czy mój agent ciągle jest dostępny w tym samym miejscu gdzie podpisywaliśmy umowę o ubezpieczenie na mieszkanie
- 23.
- 24. 2 1 3 4 6 7 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Zamknąłem e-mail, nie byłem do końca przekonany do oferty, po jakimś czasie otrzymuje telefon z Contact Center, chcą mi zaproponować spotkanie z moim agentem z informacją że może mi doradzić odnośnie ubezpieczenia na samochód i przedstawić atrakcyjną ofertę, zgadzam sie na spotkanie i umawiam się przez Contact Center 5
- 25. 2 1 3 4 7 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Po wizycie z agentem i otrzymaniu atrakcyjnej oferty, zdecydowałem się podpisać umowę. Jestem bardzo zadowolony i cieszę się że skorzystałem z tej usługi. Parę dni po spotkaniu z agentem otrzymuje wiadomość push z prośbą o ocenę obsługi klienta. 5 6
- 26.
- 27. 2 1 3 4 8 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Jestem bardzo zadowolony z usług świadczonych przez mojego ubezpieczyciela więc postanawiam napisać post na profilu twitter ubezpieczyciela informując o tym. 5 6 7
- 28. Interakcja - Twitter Jestembardzo zadowolony ze swojego agenta i ostatniej oferty którą otrzymałem, dziękuje @ Ubezpieczyciel Bardzo dziękujemy za informacje i cieszymy się że jest Pan zadowolony z naszych usług, jeśli jest Pan zinteresowany innymi usługami, prosimy udać sie na xxxx.xxxx.xx Marcin Podchalicz @MarcinPod Ubezpieczyciel
- 29. 2 1 3 4 Przygotowana spersonalizowana oferta Wyświetleniespersonalizowanej oferty Oferta podąża za klientem Spersonalizowana oferta w wielu touch pointach Oferta w call center - multichannel Multichannel Interakcja z Social Media Multichannel Byłem bardzo zabiegany i zapomniałem zapłacić składki za ubezpieczenie samochodu, na szczęscie 3 dni przed terminem dostałem SMS od Ubezpieczyciela przypominający mi o płatności. 5 6 7 8
- 30. Market Resource Management(Plan & Design then Understand & Optimize) Journey Design Program & Project Mgmt Marketing Performance Journey Analytics Owned Real-Time Channels Email SMS Apps CRM POS Web/CommerceCall Center Direct Mail Social Media/ Social Listening Ad Networks DSP/DMP Digital and Mobile Engagement Digital Messaging Mobile Engagement Marketing Automation (Build, Optimize, & Engage) Campaign Management Contact Optimization Real-Time Personalization Event Pattern Detection Customer Analytics (Listen, Understand Digital Analytics Experience Management Data Sources (EDW) Marketing Data Mart Predictive Analytics IBMMarketing Ecosystem Customer Data Hub (Listen) (Listen) Data Exchange Data Gateways
Editor's Notes
- #3 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #4 Insurance leaders understand that customer empowerment is here to stay. Who are the most empowered? Millennials – those of us under age 30. So, what do millennials want? Over 2/3 demand harmonized customer experiences, increased transparency, understanding of their individual needs, and fast responses. They still want advice, but if their needs are not met, they are more likely to switch insurers who provide value. Notice I said, value. Not price. We believe if you can understand how to market & communicate to millennials, you can effectively communicate to all of your customer segments. Let’s look at Peter’s experience with AirCare, a travel insurer. Peter was travelling from New York to Los Angeles via Atlanta. Only two hours before he boarded his flight, he purchased travel insurance with AirCare using his mobile phone. His flight from JFK to ATL was uneventful and arrived on time. As Peter was enjoying a drink at the bar in the airport, he was unaware that a thunderstorm had moved over the Atlanta airport cancelling his connection to LA. Also unbeknownst to Peter, AirCare was already finding him a new flight. Peter found out when AirCare texted him with his updated flight information. Part of the text then read, “Due to your extended delay, we’ve even saved you a seat in the VIP lounge. Oh, and check your bank account Peter. There’s an extra $500 in there.” Peter’s response? He tweeted to his friends. “It’s travel insurance. But, it feels like magic.” Whether or not you are a millennial, doesn’t that sound great? Millennials want advice, simplicity, convenience and value. They „want it all, and they want it now“. Millennial behaviors point to the insurance customer of the future. The good news is that if you can satisfy millenials, not only are you better prepared for the future, but you also have the foundation to satisfy other customer segments as well. Unfortunately, 66% of insurers do not have a cohesive social strategy.
- #5 Technological innovations such as telematics, or the remote transmission of information and data over telecommunications devices, have already enabled premium discounts for information. Wearable technologies and machine-to-machine (M2M) or “Internet of Things” capabilities are rapidly opening up new avenues for data exchange that support underwriting and loss control. Insurance telematics include Usage Based Insurance (UBI) and driver behavior-based insurance products such as Pay-as-You-Drive (PAYD) and Pay-How-You-Drive (PHYD). UBI includes in-vehicle telematics devices, analytics platform, reporting and monitoring software, and connectivity services. These telematics devices can be portable or embedded. Key application of these products are handling of claims, capturing first notification of loss, detection of fraud, and asset management. Verizon Telematics, Trimble, Novatel Wireless, and TomTom are a few of the major vendors in this market. The insurance telematics market is expected to reach $3.7 billion in four years, a 23% CAGR from 2014-21019. V2V system works by using wireless signals to send information back and forth between vehicles about their location, speed, and direction. Vehicle to Infrastructure (V2I) would allow vehicles to communicate with infrastructure such as road signs and traffic signals. These systems work on Dedicated Short Range Communication (DSRC) and LTE wireless technologies. Their major applications are accessing real-time local traffic conditions, routing information, receiving warnings about imminent roadside hazards, and conducting commercial transactions between vehicles. Kapsch, Siemens, and Ericsson are a few of the focused vendors in this segment. Vehicle to vehicle communication is expected to reach $1.6 billion by 2019, a 24% CAGR from 2014 to 2019. Source: “Commercial Telematics Market” www.marketsandmarkets.com Internet of things (IoT) revenue from the worldwide insurance vertical market is forecast to increase from $29.6 billion in 2014 to $53.9 billion in 2018, with a CAGR of 16.2% for 2013-2018 Source: IDC, Date published: 06/30/2014 Link: Worldwide Internet of Things Spending by Vertical Market 2014–2018 Forecast page 13
- #6 What does this all add up to? New insurance business models are emerging Insurance executives are even more focused on reinventing customer relationships and impacting their current business model than companies in other industries that we surveyed! Survey of global executives on anticipated change in business strategy priorities from previous 3 years and next 3 years show a change in focus from cost reduction to a distributed focus on elements that enable business transformation. 52% of insurance executives believe business models will have a transformative impact on their businesses. New business models will likely leverage digital capabilities to incorporate the consumer. 31% of insurance executives say new business models will be the biggest impact to organizational change Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. Examples of new business model Any usage-based insurance model; Metromile is a typical example. Metromile is an insurance startup designed to sell exclusively usage-based auto insurance - Measures mileage through a device plugged into the diagnostics port of the car - Users can check their driving data (location, fuel usage) through an iPhone app - Added value from app like engine checking, route planning or finding the car AirCare‘s near real-time, automatic payment based on flight delays directly into customers‘ PayPal or bank accounts. Redefine insurance as a service. Instead of selling insurance with fixed terms and premiums, insurance as a service means flexible and proactive coverage at the point of risk. As this is strongly individualized, insurers can start by implementing improved customer collaboration.
- #7 Insurance CEOs and CIOs are well aware of the need to drive greater customer intimacy. But, most insurers are only just beginning to prepare. In fact, insurance CxOs plan to collaborate far more extensively with customers in the future. Even so, just 33% of insurance company CxOs say they plan to collaborate much more extensively with customers today. But, 85% of insurance CxOs plan to do so in the next 3 to 5 years. Insurance respondents cite that their top four investment areas in the next five years will be customer relationship management (44.0%), digital customer experience (38.0%), analytics (37.0%) and customer intelligence (36.0%) Source: Economist, Date published: 10/13/2014 Therefore, there is an opportunity for insurers to get ahead of their competitors, if they become a customer-activated enterprise today.
- #8 A winning insurance strategy starts when you put the customer at the center of your business. Create relevant points of engagement across your integrated insurance value chain to drive excellent customer experience and ultimately customer advocacy. Customer loyalty is not enough now – customers who are advocates are sharing that with their ecosystems. They are not only coming back to you and loyal but generating more business for you – in the end higher revenues. Make it personal. Customers expect you to know them as individuals. Engage with them in innovative ways by providing personalized interactions at the right time, in the right context. These deepened experiences lead to new customers, happier customers and long term, high value engagements. Maximize the moment. Smarter approaches to insurance allow insurers and their ecosystem partners to use contextual information – like intent, motivation, location and transaction history – to engage in real time and deliver seamless, intuitive interactions. The cumulative effect of these moments heightens loyalty and accelerates advocacy. Satisfy at the speed of life. Smarter enterprises create a single “system of satisfaction” by integrating their front and back end operations and integrating with their entire ecosystem. By infusing intelligence throughout all commerce processes – with customers partners and suppliers – your enterprise and your ecosystem can connect and deliver delightful experiences every time, in every context.
- #9 What does this all add up to? New insurance business models are emerging Insurance executives are even more focused on reinventing customer relationships and impacting their current business model than companies in other industries that we surveyed! Survey of global executives on anticipated change in business strategy priorities from previous 3 years and next 3 years show a change in focus from cost reduction to a distributed focus on elements that enable business transformation. 52% of insurance executives believe business models will have a transformative impact on their businesses. New business models will likely leverage digital capabilities to incorporate the consumer. 31% of insurance executives say new business models will be the biggest impact to organizational change Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. Examples of new business model Any usage-based insurance model; Metromile is a typical example. Metromile is an insurance startup designed to sell exclusively usage-based auto insurance - Measures mileage through a device plugged into the diagnostics port of the car - Users can check their driving data (location, fuel usage) through an iPhone app - Added value from app like engine checking, route planning or finding the car AirCare‘s near real-time, automatic payment based on flight delays directly into customers‘ PayPal or bank accounts. Redefine insurance as a service. Instead of selling insurance with fixed terms and premiums, insurance as a service means flexible and proactive coverage at the point of risk. As this is strongly individualized, insurers can start by implementing improved customer collaboration.
- #10 Technological innovations such as telematics, or the remote transmission of information and data over telecommunications devices, have already enabled premium discounts for information. Wearable technologies and machine-to-machine (M2M) or “Internet of Things” capabilities are rapidly opening up new avenues for data exchange that support underwriting and loss control. Insurance telematics include Usage Based Insurance (UBI) and driver behavior-based insurance products such as Pay-as-You-Drive (PAYD) and Pay-How-You-Drive (PHYD). UBI includes in-vehicle telematics devices, analytics platform, reporting and monitoring software, and connectivity services. These telematics devices can be portable or embedded. Key application of these products are handling of claims, capturing first notification of loss, detection of fraud, and asset management. Verizon Telematics, Trimble, Novatel Wireless, and TomTom are a few of the major vendors in this market. The insurance telematics market is expected to reach $3.7 billion in four years, a 23% CAGR from 2014-21019. V2V system works by using wireless signals to send information back and forth between vehicles about their location, speed, and direction. Vehicle to Infrastructure (V2I) would allow vehicles to communicate with infrastructure such as road signs and traffic signals. These systems work on Dedicated Short Range Communication (DSRC) and LTE wireless technologies. Their major applications are accessing real-time local traffic conditions, routing information, receiving warnings about imminent roadside hazards, and conducting commercial transactions between vehicles. Kapsch, Siemens, and Ericsson are a few of the focused vendors in this segment. Vehicle to vehicle communication is expected to reach $1.6 billion by 2019, a 24% CAGR from 2014 to 2019. Source: “Commercial Telematics Market” www.marketsandmarkets.com Internet of things (IoT) revenue from the worldwide insurance vertical market is forecast to increase from $29.6 billion in 2014 to $53.9 billion in 2018, with a CAGR of 16.2% for 2013-2018 Source: IDC, Date published: 06/30/2014 Link: Worldwide Internet of Things Spending by Vertical Market 2014–2018 Forecast page 13
- #11 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #12 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #13 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #14 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #15 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #16 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #17 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #18 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #19 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #20 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #21 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #22 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #23 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #24 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #25 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #26 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #27 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #28 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #29 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location
- #30 Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s customers often being their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device, as shown here. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions. What do you need to pull this off? Data! Let‘s look at an insurer in Turkey who has figured this out and is positioning for the future. Günes (pronounced “goo-NESH”) Insurance in Turkey covers Facebook users’ data loss. Here’s how it works -- Customers interact with the company through a Facebook app, 2) data is backed up and stored through the app. In return, Gunes is invited to collect data on potential and current customers while being seen as a trusted advisor. Günes offers this service for free, users simply have to sign up through Facebook. The result: 140,000 likes of Gunes’ Facebook page and great publicity at low cost. As long as Günes stays non-intrusive and transparent, they have shown themselves to be citizens of the social world. As consumers become more empowered about the data collected about them, they may allow access only in return for value. When this happens, Gunes is ready! Unfortunately, most insurers are only just beginning to prepare. 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location