Content the Key to Keeping Clients Happy
Posted on December 17, 2009
Filed Under Clients, Content Marketing, Distributors |
A recent Accenture survey highlighted the importance of educating purchasers of financial services products. According to the global survey, two thirds of customers were dissatisfied with their life insurers. What’s more, nearly half said they’d switch companies if it made financial sense to do so.
As if that weren’t bad enough, the global survey of 2,500 insurance consumers found that only 34% were satisfied with the customer service they were receiving, and only 25% said they’d recommend their current company to others. When asked if they were thinking about buying more products and services from life insurance companies, only 12% said they were. Not only that, 10% said they were thinking about buying fewer products.
In the coup de grace, the survey reported that only 32% of respondents said their company was trustworthy, and only 28% said it had a “skilled workforce aware of their needs.”
The Accenture survey was conducted in the Spring of 2009, so the Wall Street meltdown may have skewed the results. Still, the data paint a troubling picture.
But there is a silver lining. According to David Shatto, the Accenture life practice leader, “What we’re witnessing today is a shift among carriers from a product-push strategy to a more segmented life-event or life stage-driven demand that will require more educated interactions with buyers.”
This, in my view, will call for a more robust effort at educating producers and consumers. From where I sit, the Accenture survey spells “job security” to those of us who can create and deliver educational content to advisors and their clients. Are you ready to start pounding the keys?
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