Insurance industry customer experience study: 90 % of online customers do not bother with personal consultation when concluding insurance contracts

Personalised marketing: huge potential among young people

Companies must view personalised advertising differently. When advertising is based on interests, hobbies and bought previously items, then twice as many recipients are likely to accept the product than if the advertising is based on age, family situation or search history. In general, younger target groups are more open-minded than the older persons surveyed. Insurance companies should therefore pay attention to how they can address potential customers in a way that is tailored to them individually and to their needs.

Online meets offline: the customer's journey begins online and continues offline

The study's results confirm that the coronavirus pandemic has accelerated the process of digitalisation and innovation in the insurance industry. The younger the respondent, the more likely they were to have concluded an insurance policy online. A total of 27 % of respondents first obtain information online about insurance, after which they conclude the transaction in store. Insurance providers must offer customers a comprehensive range of information on how they can conclude an insurance transaction online or obtain advice directly in an insurance office.