How Insurers can Optimize the Customer Journey
We often simplify “customer experience” to just the point-of-purchase. But it encompasses the entire buying process, from the start of the relationship, to support contacts, to using your company’s goods and services.
That’s a testament to the vital importance of personal connections in today’s hyper-connected digital age. Yet, with so many touch points to consider, marketers are challenged to appeal to the right customers in a way that isn’t too promotional or bureaucratic.
Understand the Entire Customer Journey
As online and offline touchpoints continue to boom, most marketers face a bumpy ride when mapping, tracking and optimizing the customer journey. They say analytics and marketing measurement can be complicated. Oftentimes, they need help understanding what new solutions can fully track and optimize the journey.
For example, people in the U.S. spend 12 hours a day consuming media. About 50% of that is in a digital format—half mobile, half non-mobile. Marketers can take advantage of multiple environments provided they leverage solutions that align data sets with advanced measurement.
Many marketers are evolving from last-click attribution as the only way of looking at budget allocation. They say many touch points along the customer journey play a role. Yet they haven’t figured out how much to allocate to each one. As a result, marketers often experiment with what the attribution model should look like.
To compete effectively in today’s environment, marketers need a complete understanding of the customer’s end-to-end experience. They also need to know what is working and what can be optimized for better performance. InterConnect Decision Hub from Equifax provides the analytics and marketing measurement tools needed to measure the entire customer journey. To learn more, visit our website or contact us.
Recommended For You
How American Express Achieves World-Class Customer Service What does personalization really mean in marketing today? According to Anthony Mavromatis, Vice […]
The latest advanced data technology and targeted marketing resources are poised to potentially make 2020 the most wonderful time of […]
Who has the Financial Capacity to Buy this Holiday Season? During the holiday season, automotive ads and promotions used to […]
COVID-19 Gives New Meaning to Life Insurance Awareness Month September is Life Insurance Awareness Month, and there is no better […]