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As customer behaviors and expectations change, successful insurers will change with them. By attracting and retaining customers for the long term, carriers can achieve high performance.
Accenture research has shown that businesses that deliver an experience that aligns with a customer’s needs can significantly impact customer loyalty. In an increasingly competitive market, loyal customers are valuable customers, buying more products and referring others to the company. Furthermore, by focusing on attracting new buyers—on their terms—and balancing customer needs for information and interaction over a lifetime, carriers can foster enduring relationships and drive growth.
Accenture offers four recommendations for insurers to attract and retain customers for life:
Segment customers based on their buyer values and ever-changing needs.
Build enduring relationships that move your customers to continually higher-value propositions.
Deliver superior customer service—in both traditional and new ways.
Capture the opportunities inherent in the market.
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August 26, 2011
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