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Thought leadership

 1to1 Media, a B2B media company focused on customer experience; in partnership with KBM Group, a marketing services company specializing in customer engagement strategies; have released new, independent research that highlights the impact of customer engagement on insurance customers’ buying decisions.

The research shows that in a hyper-competitive marketplace, insurance companies can no longer grow, nor sustain their businesses by simply providing competitive rates and services. Rather, insurers must embrace a customer-centric strategy that is focused on the quality of customer experiences in order to increase customer engagement and build stronger relationships.

To understand the state of customer engagement in the insurance industry, and to identify the priorities and plans by which insurers can enhance engagement, KBM Group partnered with 1to1 Media to conduct quantitative research. Using data gathered from nearly 1,000 U.S. customers of life and property & casualty (P&C) insurers, the research set out to answer three primary questions:

1. What is the current state of engagement for customers of life and P&C insurers?

2. Which actions of an insurer are most influential in impacting customers’ level of engagement—and, how does that vary throughout the lifecycle?

3. To what extent do improvements in customer engagement impact important business outcomes for insurers?

This insight not only documents the need for an increased emphasis on customer engagement by insurers, but also establishes a business rationale for doing so.

Download a complimentary copy of the full report at 1to1media/kbm/research.

 

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