Life Coach as a holistic approach to personalized customer communication
Posted: Sun Jan 26, 2025 5:56 am
If you take a look at the value chain of insurers, you can see potential for the use of artificial intelligence (AI) in every process. In the area of marketing and sales, chat and telephone bot solutions are the classics. Approaches to personalized customer communication that guarantee the insured active and holistic support can, when logically linked, revolutionize insurance sales.
The trend is moving away from a sector-specific view of customers, both in terms of data and the product, towards a cross-sector, holistic approach that includes all sectors and also includes the use of external data – so-called data lakes.
Placing the right offer at the right time with the right customer is the ideal scenario for every sales department. Insurance products have one major disadvantage compared to material goods: they are not tangible. Due to their immateriality, the customer's needs must be demonstrated and interest actively aroused, because, unlike a car, the interested party luxembourg consumer email list cannot be attracted with prestige, brand or fun. The approach does not always have to be in the context of a specific product, but can also include a supportive or advisory message, similar to coaching. The perception changes in that the insurer is seen more as a life coach or supporter. This creates a lasting bond and a dialogue. The insurance concept of risk transfer remains unaffected, while the customer experience changes from the perception of a risk to a positive feeling. The policy changes from an individual product to part of an overall service provided by the insurer and is therefore rated positively.
Insurers must take action!
The core task of insurance sales is therefore to generate new customers and to retain existing customers in the long term through ongoing advice and needs management. The key to success lies in individualizing each customer to the maximum through conscious measures and recommendations in order to ensure holistic, cross-sector support, because the life of the insured person is not sector-specific.
The trend is moving away from a sector-specific view of customers, both in terms of data and the product, towards a cross-sector, holistic approach that includes all sectors and also includes the use of external data – so-called data lakes.
Placing the right offer at the right time with the right customer is the ideal scenario for every sales department. Insurance products have one major disadvantage compared to material goods: they are not tangible. Due to their immateriality, the customer's needs must be demonstrated and interest actively aroused, because, unlike a car, the interested party luxembourg consumer email list cannot be attracted with prestige, brand or fun. The approach does not always have to be in the context of a specific product, but can also include a supportive or advisory message, similar to coaching. The perception changes in that the insurer is seen more as a life coach or supporter. This creates a lasting bond and a dialogue. The insurance concept of risk transfer remains unaffected, while the customer experience changes from the perception of a risk to a positive feeling. The policy changes from an individual product to part of an overall service provided by the insurer and is therefore rated positively.
Insurers must take action!
The core task of insurance sales is therefore to generate new customers and to retain existing customers in the long term through ongoing advice and needs management. The key to success lies in individualizing each customer to the maximum through conscious measures and recommendations in order to ensure holistic, cross-sector support, because the life of the insured person is not sector-specific.