‘Disrupt or be disrupted’: Zurich Insurance on why ‘every touchpoint matters’
With limited touchpoints to engage customers, Zurich Insurance’s CCO believes data can help build connections and fuel transformation.
Insurance is often classed as a need, not a want. It’s a financial product that has limited touchpoints with customers – before a big purchase, a trip away or a life event. As a result, marketers at insurance companies should aim to make each customer engagement “matter”.
This is the view of Conny Kalcher, who joined Zurich Insurance in 2019 as chief customer officer.
“Insurance is actually good. We’re protecting people and helping people, but for some reason, we never tell them,” she says.
