Run Time: 42:57
How to Build Customer Relationships That Last Beyond the First Policy
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Steve O’Brian, Executive Vice President of Marketing, and Vickie Valdez, Financial Services Solutions Marketing Director, both of Act-On Software, join Jim Flynn and Leslie Castillo on the IMCA Peer2Peer Podcast to explore why insurance marketing budgets still cluster at the top of the funnel when so much of the value comes after the sale. They break down what lifecycle marketing really means, diving deeper into moments throughout a policy that carry the most weight and ways that a renewal journey can begin long before the renewal date. Steve and Vickie share practical ideas and tips that will make you think differently about your next reminder email.
Key takeaways from the episode include:
· The biggest lifecycle miss is knowing the generic customer journey but not the specific one
· A renewal journey must start well before the renewal date, with regular, useful communication
· When in doubt, start with onboarding, and use a cross-department workshop to find the gaps
The Peer2Peer Podcast is in a partnership with IMCA, the insurance industry’s premier community and most trusted advocate for advancing marketing excellence.
