The valuable customer journey
Anastasia Papadopoulou
Is it time to buy or renew your car insurance? What steps and touchpoints do you pass in your path to purchase the insurance? Do you know that you should purchase an insurance? Do you research online? Do you search for an insurance provider? Are you communicating with a broker? Are you looking for advice from friends or family? Are you reading a blog/reviews for car insurance? Are you search in the social media? Are you looking for advice from an insurance agent? Then, it is time to decide and buy your insurance. All the above are steps of the customer journey of an average person that want to purchase a car insurance.
Today, organizations are trying to offer a perfect customer experience and to map this journey in their way to improve, grow, be more efficient and remove any obstacles.
Companies are tryng to put their self in the shoes of their customers. They spend millions in digital marketing landscape trying to understand the role of different media channels and its influence in the customer journey. This shows the important of digital customer journey in our competitiveness digital world.
In our days, customers are more important than ever before and customer’s journey is a key point for any business success that can lead to conversion and a positive feeling from the customers about an organization products, your company of even about what you do. Customers are looking for services or products and companies must be out there to meet their needs even if customers do not have certain results in their mind.
Digital marketing aim to reach customers and influence their decision through a variety of digital media (internet, mobile phone, smart TV and so on) and on line presence: paid (advertising), owned (digital properties like sites, social presence and so on) and earned media (partner networks like influencers, word of mouth and more). To capture customers touchpoints and influence factors in the buying decision after the explosion in digital channels.
Organisations must invest to create a great customer experience
Customers want to be treated more personalized and their expectations are increasing but resources are limited. However, organizations must connect with them and that is why many companies have as a mission to cater their customers as individual and deliver them quality experiences using integrating solution. When people decide that they need an insurance and they start searching for a solution then their customer journey it starts. If the customers enjoy this journey a company can create long life customers and be the first choice in their car insurance journey.
Companies are necessary to understand this customer journey. To hear customers. In our digital reality, customer journey is the online touchpoints during the customer experience. Eightin 10 people do online research to purchase or renew a car insurance but all had the same thing in common: they are looking for the best deal. Breaking down this process modern companies using sophisticated digital marketing can deliver value and interaction with their potential customers at each step and give then want the want, when and where they want as customer is always right. This customer journey is so important and the quality of this communication and experience can make customers engage with the product, brand or services and determine the sale conversation. If the customers are satisfied they will buy the car insurance and refer to friends. If not, they are leaving and tell the world why not. A quick and easy use website with accurate information, compare insurance tools, on line plans of car insurance needs are some competitive advantages of a car insurance site in this competitive environment.
Understanding customer’s journey and segments
Understanding the insurance customer journey is a necessity if companies want to optimize their resources. It seems simply but is quit complex. You must be the first choice in the customer’s mind and give true and happy experience. There are many useful models to help marketers in this customer journey to shape the competitive markets and to produce customer satisfaction. Digital marketing strategy should support this customer journey in order to influence customer to select and make the decision to purchase a product. There are many customer decision models like AIDA (awareness, interest, desire, and action), hierarchy of needs and so on but customer journey involves all the touch points in this buying process. It is all the customer experiences in the multiple touchpoints when interacting with the product/services or the brand.
Digital marketplace is giving many opportunities but and threats.
Car insurance providers must be ready with websites optimized for all devices, SEO, accurate information, easy pay, good prices and good customer service. Companies must be ready to support online customer journeys across different stages in different media to gain customer support. To think outside of the box and create a great customer experience and engage buyers in their customer journey. Only then it is possible to foster loyalty and drive customer to convert.
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