INBOUND MARKETING

Digital insurance is developing in a more or less homogeneous way from one company to another. Some actors are moving towards strategies based on social networks, others are focusing on the unifying theme of sport or cross-channel strategies. The insurance industry’s « test & learn » approach is based solely on marketing or management strategies.

What about reinventing insurance modes of communication ?

The relationship between the brand and its customer is transforming itself considerably to adopt logic of loyalty and response to customer queries. While it is essential to satisfy the needs of the client, beyond this reflection, the current insurance companies will have to find the most innovative means of communication to gain a foothold in a market where the actors copy themselves and each other.

Today, it is a question of pioneering a new model of communication in insurance. In this sense, inbound marketing perfectly aligned with the overall strategy is an innovative approach for insurance companies.

Humanize the relationship to increase loyalty

Today, brands have main objective, to adopt an approach of human proximity. This value helps to create trust with the insured and thus allows retaining it in a natural way. Few companies dare to develop new tools for fear of failing to satisfy the customer, the ideas yet to be defined. Taking as an example the automotive sector have seen the appearance of highly differentiated means of differentiation. Insurance needs to adapt its development policy to communication strategies that have already proven effective. To do this, the sector needs to expand its boundaries and build on the best customer relations strategies. The automotive sector is the perfect example. In recent years, some brands have considerably renewed their marketing and sales approach to move towards a much younger population by widening the possibilities of choice and therefore of differentiation.

Appropriate the concept of consumer club

This personalization principle is fully adaptable to the insurance sector to offer essential guarantees according to needs. The digital accentuates the diversification of the products and the possibilities of choice of guarantee. It remains to be seen how it is possible to capture the customer in a sustainable way. The brand can answer this question by offering special clubs to consumers of specific products to create a unique experience. These clubs must be optimized to meet all the client’s expectations and enable them to unite a community. This communication principle makes it possible to obtain a better adaptation of the offer to the demand, by privileging the service to the customer.

Set up customer portal

This brief analysis of the model allows us to reflect significantly on a future adaptation of this concept to the insurance sector. Indeed, companies could offer customizable customer portals. The customer portals allow obtaining information on the company, to have a regular newsletter, to obtain the details of the contracts subscribed and the guarantees applied. However, what about services specifically reserved for the holders of insurance products of a particular insurance company? It is important to be proactive and have concrete examples to talk about this situation. For the customer, the portal provides details of all contracts it has and personalized online advice. Assuming the implementation of a new type of customer portal, the question is how to optimize this space in an innovative way?

Are you looking to increase your brand awareness, acquire new customers or simply retain your existing customers? If your answered yes to one of these, this article is for you. It shows you how a company in the insurance industry can take advantage of digital to achieve goals.

Insurance evolution is difficult to pinpoint in a clear manner.Many industry players who develop in-house growth strategies preserved anonymity to avoid leakage that can benefit the competition. The first technological developments in the sector saw the birth of digital tools that we analyzed in one of our articles. These tools are adaptable to the world of insurance and set up to no longer seek the only competitiveness in the market, but to move towards customer loyalty accentuated by the real need of companies to satisfy the customer to avoid its volatility. .

Insurers’ awareness has been reconsidered, the size of the customer database is no longer the priority, it is the satisfaction of the actual customer that matters. Now customer acquisition has very complex in a totally open environment. Through digital tools, new players such as insurance comparators, customers have a wide power of decision and comparison of products. Now they can make their choice and negotiate the price of guarantees. Something that was not possible a few years ago. The goal now is to know how to use the Internet to build customer loyalty.

Inbound Marketing can help increase insured customer loyalty

Insurers, focusing now on the goals of creating a healthy relationship andsingular with the insured despite the little contact they can have with them.Will recognition of insured is therefore show but it is difficult to know there real needs to have the opportunity to offer new products tailored to their expectations. Inbound marketing actions make it possible to increase frequency of contacts toknow the customer’s needs, to answer to them and thus to be able to develop business and activity.

Conquest or retention, inbound marketing is the key.

Customers adopted habit of relating to their insurer despite the scarcity of interaction between these two players. Insurance companies can take advantage of the advantages offered by inbound marketing levers to win new customers or simply retain those acquired. To do this, several actions can be performed such as community management, marketing automation or the global Inbound marketing approach.

Let’s take a concrete example to help you understand how inbound marketing can help create a lasting and satisfying relationship with your customers.

Emma is one of your insured, she receives an email as a monthly newsletter from you presenting the information of your agency, she decides to consult and is suddenly interested in a new car insurance contract. That’s good, Emma just bought a new car and is looking to make sure. Interested therefore, she decides to send you an email to indicate her will to obtain more information about this product. You must answer quickly to keep a certain confidence with Emma.

Being on holidays, she tells you that she will not be able to use a computer during her holidays. Here, too, there is a dilemma that should not stop you in the process of satisfaction of your future client. The best solution is then to propose the alternative of the web. Emma owns a smartphone goes directly to the responsive site of your agency to learn about the type of product and guarantees. Various communication solutions such as the SMS Web are available to you to maintain contact with your customers or prospects. These technologies can not only help forge lasting relationships but also boost your up-selling strategies.

You will also be able to propose, Emma to become the ambassador of your brand.According to her degree of satisfaction by proposing her a discount of 10% on the subscription of her first year if the contract is signed.

Then, Emma feels taken into consideration and sees that you meet her expectations. The randomness of things will make that the business will be concluded or not but you will have realized, beyond the autonomy of the customer, a real step of taking into account the needs which you will have been able to adapt to your portfolio of products.

What must be understood is that the policyholders are primarily consumers of large-scale distribution, shopping … they are therefore used to the technologies that are made available to them. Whether through social networks, the phone, or other contact supports, they are always looking for the same instantaneity. This improvement of instantaneity is achieved thanks to loyalty programs and semi-automated inbound marketing actions.

Would you like to implement an E-CMR strategy to acquire or improve customer satisfaction ? contact a consultant to learn more !

Cherchez-vous à développer la notoriété de votre marque, acquérir de nouveaux clients ou simplement à fidéliser vos clients actuels ? Si vous répondez par l’affirmative, cet article est fait pour vous. Il vous montre comment une entreprise du secteur de l’assurance peut profiter du digital pour atteindre ses objectifs.