It is worth comparing this experience with that encountered by the buyers of other products and services. Customer touchpoints in other markets are typically far more frequent and far more positive. The chart below contains estimates of the tenor and frequency of touchpoints for products other than insurance. The chart is indicative, but the
position of the other services relative to insurance is clear. Banks are not particularly popular, but they normally play a larger role in their customers’ lives than insurers do, with more frequent touchpoints. And other consumer products and services typically benefit from touchpoints that are both more frequent (often hourly in the case of smartphones) and more positive.
Tenor and Frequency of Customer Touchpoints
Smart phone
High net positive
Car
Medium net positive
Gym membership
Slight net positive
Tenor of touchpoints
Mixed(positive/ negative
Insurance
Banking
Annually
Monthly
Weekly
Daily
Hourly
Frequency of touchpoints
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