REPORT

There is some great news for marketers in the insurance space: your customers are ready, willing and able to learn more about what you do and how you can become more involved in their lives. This may simplify the news, but according to the consumers surveyed for What's Critical in the Insurance Vertical, 21 percent of consumers who received information about additional products or services rendered by their insurance providers contacted their provider or agent to learn more or buy. In fact, only eight percent of customers were happy to never hear from their providers. But as with all things that sound too good to be true, the downside of this customer opportunity is that few marketers in the insurance space are engaged in robust retention, cross-sell, up-sell and monetization strategies that maximize a customer's lifetime value. Customer analytics are used, primarily, to monitor top customers, and few marketers are actively investing in insight and analytics programs due to constrained budgets, lack of internal resources or a mandate that revolves around acquisition.