Structuring, organizing and encouraging innovation in the insurance sector is certainly a complex undertaking. It is an ambitious goal, there is no doubt about it, but today, thanks to digital technology, it is also an accessible objective, at least for all those companies that, wanting to bring the customer back to the top of their concerns and at the center of business processes, have established and implemented insurance digital marketing practices focused on the realization of customer centricity .
Let's stop for a moment and try to delve deeper: what exactly is meant by customer centricity?
According to the famous definition given by Gartner, customer spain whatsapp resource centricity is nothing more than “the ability of people in an organization to understand the situations, perceptions and expectations of customers” . The single person involved in the relationship with the brand becomes the focal point of all decisions related to the provision of products, services and experiences.
Customer Centricity in the Insurance Market: For a Holistic Management of Customer Relationships
An insurance company that intends to develop a true customer centricity must have access to a panoramic view of the customer situation , so as to be able to anticipate their needs. In particular, it must:
know the customer's preferences with respect to certain offers,
calculate the probability that the customer will remain loyal or switch to a competitor,
make reliable predictions about how the relationship may evolve in the more or less distant future.
In other words, innovation in the insurance sector means using technology to get to know your customers in depth, to distinguish them from each other and to guide them: this is the goal that all companies are aiming for today.