A data-driven key: relevant personalized processes and information

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Insurance companies must consider these challenges if they want to develop a successful omnichannel strategy that can help improve the customer experience, increase customer satisfaction and build long-term customer relationships.

Personalized customer communication is an important success factor for you as an insurer. Customers today no longer want to be treated as numbers, but expect personal support and communication. By using data and analytics, you can offer personalized offers and recommendations that are tailored to individual customer needs.

By using customer information such as age, gender, income, marital status or place of residence, you can develop offers that are truly relevant. The result is an improvement in the customer experience - one of your core goals.

How can insurers implement personalized customer communication?
Personalized customer communication requires a thorough australian consumer email list analysis of existing customer data. Is the data up to date? Is it unique? Are you allowed to use it?

In our current and last year's adesso study on commerce in banks and insurance companies , we found that customers are certainly open to products and solutions that are offered based on their data. This is even more pronounced among younger people than among older people. It is important that every personalization follows the goal of generating customer benefit. Personalization must always be understandable and comprehensible.

Personalized customer communication is therefore an important success factor for you.

Where do the opt-ins for digital communication come from?
In nine out of ten cases in the insurance industry, we face the challenge of either no email address, no consent to communication, or neither. Insurers must strategically obtain consent for electronic advertising and communication in order to communicate successfully digitally.

Creating transparency: Your customers want to know what kind of electronic advertising and communication they can expect. It is important to make clear what types of information are being sent through which channels. This is not only a matter of fairness, but also a regulatory requirement.
Personalization: When your customers feel they are receiving a personalized experience, they are more likely to give their consent to electronic advertising and communications. We have found this out in various processes and campaigns.
Incentives: You can offer incentives to get your customers' consent to electronic advertising and communications. These could be, for example, discounts on insurance premiums or bonus points for consent. A kind of "deal".
Simple process: The process for consenting to electronic advertising and communications should be simple and straightforward. Not overloaded. Customers should be able to give their consent online or through their preferred digital channels.