Customer Engagement | Pitney Bowes
Engaging customers with interactive personalized video
By Hugo Moreno, Forbes Insights
Talking about customer engagement is one thing, actually delivering it is another. A recent Forbes Insights study, “Engagement in the Age of the Customer: Using Technology to Build Relationships,” sponsored by Pitney Bowes, discusses two strategies: building a 360-degree view of the customer and—the focus of this blog post—interactive personalized videos.
For Florida-based Security First Insurance, offering a superior customer experience is essential to differentiate itself. The company is one of several small, privately held insurers operating in a crowded insurance marketplace with little perceived difference in the material makeup of its products—homeowners’ insurance policies.
A major source of customer frustration is when policy coverage is unclear. All too often the vagaries of a policy become clear only during the claims process, a time when customers are already suffering. Considering that policies often consist of 80-plus pages packed with legal jargon and murky terminology, it’s unsurprising to find that customers rarely read or understand their policies. “We’ve conducted focus groups over the last four years,” says Marissa Buckley, marketing vice president, “and consumers have told us, ‘I’d rather stick a needle in my eye than think about homeowners’ insurance,’” says Buckley. Read more