Creating Empathetic Customer Experience

After more than a year of watching the world change radically, consumers need three things: security, comfort and support. In other words, they need empathy and understanding from brands they trust — and from their insurance providers most of all.

In fact, your insurance brand’s overall empathy matters more than ever to customers who’ve undergone what can only be called an emotional roller coaster.

They want to feel that you’re sitting on the same side of the table as they are. And that might require you to change the way you approach your client relationships.

As McKinsey’s 2020 research shows, customers are looking for incredibly personalized solutions. They want to know how working with your insurance company will help them stay grounded and secure.

Consequently, you can’t rely on standard marketing appeals to force bonds with prospects and clients. Instead, you have to lean fully into empathy.