By ,
The biggest challenge for insurance marketers is retaining their subscribers. One reason why: lack of relevant brand communications.
In a typical insurance company, the marketing process for employer based programs works something like this: Agent/Broker representing Mutual of Catalyst sells the Jones Company (Plan Sponsor) an insurance program. A year goes by and the Jones Company has heard nothing from Mutual of Catalyst.
Now it's time to renew and The Jones Company gets a call from an Agent/Broker representing United Direct and offering him a better rate. So why wouldn't The Jones Company switch?
But what if The Jones Company had been receiving ongoing, relevant communications from Mutual of Catalyst all year? What if the insurer had a coordinated program to collaborate with its brokers and agents and get them invested in CRM?
Aligning agents and brokers is no different than aligning marketing and sales. Do it right, and retention rates soar.
