Omnichannel strategies: The evolution of insurance communication
The future starts now and includes numerous cross-media challenges: Insurance companies must integrate all channels and points of contact in their customer communication.
Successful customer communication today requires an efficient multi-channel strategy to meet the expectations of informed media users: to always find all relevant information available on all channels. Innovative, holistic Publishing and marketing automation technologies become pioneers of such a future-oriented multichannel approach.
Our world of communication has fundamentally changed. We communicate anytime, anywhere — on all channels. A (potential) customer looking for insurance is researching In the office in the morning shortly after the recommendations on major comparison portals. On the way home On the train, he uses his smartphone to obtain initial information about specific providers and products. And during the commercial breaks of the evening TV series, on the couch continued surfing.
The fact is: Customers and potential new customers use many different media to obtain information or to conclude a contract. Web and mobile In the meantime, they have joined the central contact points developed. But “traditional” media are also being integrated into the new multichannel world. Media users have long since stopped distinguishing between online and offline. They move in both worlds at the same time, as the phenomenon of second-screen use shows.
Meeting the challenges of the omnichannel era
Most companies have not yet adapted their customer communication to this development. All too often, the various channels are still controlled and played independently of each other. A procedure that worked in yesterday's world. Today, successful customer communication requires a holistic multi-channel strategy, which covers and connects all channels. This is also the conclusion of a trend study by 2b AHEAD, KPMG and the SAS Institute, which examined which strategies insurers must use to respond to the challenges of the coming omnichannel era. The result is that only those who integrate their customer communication across all communication channels and contact points and merge them into a smart brand presence are future-proof. In order to implement such omnichannel management, innovative technologies for multichannel publishing and marketing automation will be even more important in the future. They become pioneers for successful communication across all communication channels. And they make it possible to use the tight time and budget framework for increasingly demanding content in the best possible and efficient way.
Fully integrate system and processes
In the future, holistic digital marketing and publishing portals must be chosen. Because the increasingly digitalized business world also makes the networking of sales and marketing processes essential. Where different marketing tools still exist side by side today, the main task in the future will be to fully integrate systems and processes. The best way to do this is a modular system, depending on requirements cover all marketing and sales requirements Can.
Customers who have already opted for our system: References from Local Brand X GmbH