Customer Attuned Director, Alan Thompson, was recently invited to take part in a podcast with Chris Withers, Broker Distribution Director at Ecclesiastical Insurance to discuss how brokers and insurers can differentiate themselves in a crowded and competitive insurance market. This is the latest in a series of podcasts, ‘Covered in 15’ that Ecclesiastical provide on range of topics for their brokers.
One of the key aspects we discussed was the importance of taking the time to understand both the practical and emotional needs of the customer – and not assume all customers want and value the same parts of our proposition. Having this understanding can help us tailor our messages, our language etc. to ensure these reflect something that will really resonate with the customer. It is very easy in insurance to talk about features of our proposition in areas such as underwriting, claims, risk management etc. because we are comfortable doing so. The takeaway from this podcast was to challenge ourselves to turn this round and consider why the customer is buying from us and then sell to match this need.
The link to the podcast is below: