Bringing a brand promise to a commodity market
Mark EvansDirect Line
Adoption of a service-led brand proposition is transforming an insurance business, explains Mark Evans.
Like Many other industries, the insurance sector has been commoditised, with an exaggerated focus on price and the point of purchase. This has led to a lack of trust in the sector, with the perception that insurance companies focus on achieving the lowest possible price, potentially to the detriment of quality and value for the customer.
Consumers simply weren't getting what they wanted from insurance. All they want is for it to be easy,...