Use persona-based segmentation to understand your customers properly. Once you do understand them, use your knowledge to deliver customised campaigns.
You need to keep the customer at the centre of everything you do. Offer a superior experience which lives up to and possibly even exceeds your customers' expectations.
Ongoing digital transformation
Digital tools have changed how we live, work and interact with one another. You need to ensure you provide a superior experience to your customers – and that you do so consistently, across all the channels you use.
Why is this vital? Because with digital technologies around, customers have more power than ever in their hands. An article on the website of the Wharton of University of Pennsylvania business school describes the case of two companies in the insurance industry.
The first company has as its mission statement "To offer health insurance policies to its customers". This means it wants to make services accessible to its customers both offline and online.
The second company has the mission statement "To be a partner to our customers on their wellness journey". This insurance company not only sells health insurance policies but also helps clients with their well-being. It encourages them to go to local gyms and exercise regularly. It motivates them by means of gamification. It provides reminders when an annual check-up is due.
Furthermore:
- Having healthier clients means fewer insurance claims are submitted
- Over a period of time, that can lead to decrease in the company's insurance premiums
You can clearly see which company really cares about its customers.
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