digital marketing and insurance ver2

[nurmohammadkhan]

From Big Data to Relationships
Once again, we open the paragraph with an eloquent fact, which emerged from a Microsoft survey:

72% of consumers expect to be contacted by customer services that “know who they are, know what they have purchased previously, and know their past choices and needs” (Microsoft Dynamics 365 – Global State of Customer Care).
Here is the great secret of the effectiveness of every customer service, always: knowing your customers. Today, thanks to digital, this very old weapon can be used even when you have a very large and varied customer base. All in an automated way.

How is this possible?

Thanks to Big Data analysis . We have already seen how Insurtech is uae whatsapp resource changing the insurance sector and how essential it is to make the most of data relating to your customers, their characteristics, their needs, their risk profiles, their relationships with the insurance company.

The next step is to collect, analyze and interpret all this huge amount of data, thanks to the help of Artificial Intelligence systems .

Furthermore, it is not a question of limiting ourselves to the data that can be extracted from documents, but of finding – more generally – the digital traces that we all leave, continuously, online. From search engines, to interactions on social networks, to geolocalizations, without considering the enormous and precious quantity of data that are starting to arrive thanks to the IoT revolution, a truly very promising area for Insurance.

Based on this information, insurance companies can have a very detailed picture of their customer base and then divide this audience into segments with homogeneous characteristics, based on various metrics.

No longer a single generalized target, but many increasingly specific micro-targets to intercept with communications, assistance and customized proposals. In short, the turning point of the Customer Experience in the insurance sector is that of data-driven.

We start from the data, to get to the people. Yes, to the individual people. And it is on this aspect that we focus in the next paragraph, with a very specific example.