Among the major insurance trends for the year ahead is the rebuilding of trust with policyholders, according to Comperemedia. The consumer marketing research firm pointed to growing rates, tightening underwriting standards and market exits as moves carriers made that have strained policyholder relationships. "Consumers are demanding more clarity and transparency from brands, and the convoluted nature of insurance could bring that more into scope going forward," Kendall Gadie, associate director of Comperemedia, said in a release. "In 2024, expect strategies on all platforms to become more sophisticated and for synergies between channels to emerge. Additionally, in what could be a bridge between more digital adoption and targeting younger cohorts, advertising to the gaming community whether on the platforms themselves or through social media will be a growth channel of exploration for insurers." While digital channels are becoming more important, they have not supplanted traditional forms of communication such as telephones. In fact, Invoca, Inc. reported that 38% of consumers would end a carrier relationship over a bad call experience. The above slideshow shares additional statistics from Invoca that point to the best ways to reach policyholders in 2024. Related: |
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Steve Hallo
Steve Hallo is managing editor of PropertyCasualty360.com. He can be reached at [email protected]
