4 min read
Customer Journey Mapping: Meeting Insurance Customers Where They Are
The vast majority of B2C companies rely on email and social media for digital communications with their customers. And while both are important parts of a multi-channel engagement strategy, the barrage of daily messages has led to a climate of inbox overload and social ad fatigue. The chances of the recipient opening, reading, and responding to any given message declines as more and more brands compete for consumers’ time and attention.
Mobile technology has transformed the way consumers interact with businesses. Anybody with a smartphone can quickly and easily compare insurance companies, get real-time quotes, purchase policies, make payments, and file claims — from anywhere and at any time. According to the IBM Insurance Blog, “When it comes to mobile technology, the most important thing to do is get started.” The article also warns of dire consequences for insurers that are still “planning to embrace mobile,” but haven’t yet begun.