Each day we face uncertainties, which can seem altogether frightening for businesses and consumers alike. The tragic events on Sept. 11, 2001 and the Lehman Brothers' 2008 bankruptcy filing, including its role in the late-2000 global financial crisis, changed the fabric of our society. These disasters also changed consumer attitudes toward spending and saving.
Nowadays, consumers scrutinize their income flow more heavily, bristling at the thought of paying a few extra dollars for what they perceive to be the "same" coverage. Various survey results, including those from J.D. Power and Associates' latest auto insurance study, seem to confirm that although policyholders are generally more satisfied with their insurers today, they are also more inclined to jump ship to save a buck.
Paradoxically, policyholders can be insurers' most ardent pseudo-advocates, with a propensity to promote the brand via social media or that oldie-but-goodie: word of mouth. These good vibes are more potent than any TV ad campaign could ever be. But in order to spread them, customers demand nothing less than a true partnership. Insurers are simply not product providers anymore; in a very real sense, they are life partners. Just as one might lose touch with a friend due to self-absorption or general neglect, so too can the policyholder-insurer relationship unravel.
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