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25 May 2021

The Customer Engagement Continuum

Abstract

Is the intrinsic value of the coverage enough? Or do new customers want more from their insurance company? Today’s insurance experience is often cumbersome, difficult and complex—and consumers are demanding more, especially for digital convenience and engagement. However, life insurers are struggling to provide this kind of value—leaving large gaps in the experience with little to no engaging interaction or enjoyment after the purchase.

Life insurers know they must improve digital experiences—while many aspire to be more valuable to their customers’ daily lives. Some are on a journey to improve customer engagement—taking cues from outside of industry on how best to do it, but many struggle to create truly engaging and compelling value.

We've developed a roadmap-framework—The Customer Engagement Continuum—to follow with many best-in-class examples to help navigate the journey. By leveraging the Continuum, life insurers will find strategies to become more valuable to their customers’ daily lives, to be more engagingly relevant to their health and well-being, and to deliver the kinds of experiences required to curate and nurture differentiating connections with digitally savvy consumers.