Only 14% of Italian companies claim to know their customers intimately, while only one in five claims to have an ongoing and long-lasting relationship with them. There is also much to do for improvement in the construction of truly omnichannel offers and services: only 35% of companies assert that they know their customers well. Only 14% of Italian companies say they know their customers intimately, while only one in five claims to have an ongoing and long-lasting relationship with them. There is also much room for improvement in the construction of truly omnichannel offers and services: only 35% of companies claim to offer them and only 30% have integrated customer touchpoints. As a result, only one-fifth of Italian companies have achieved the so-called single customer view, very low figures that reduce satisfaction and loyalty. Among the most virtuous sectors are certainly banking and insurance, which, however, still need to improve in terms of integration between physical and online channels. A study carried out by the Digital Innovation Observatories of the Politecnico di Milano, in collaboration with Minsait, a leading consulting company in the areas of Digital Transformation and Information Technology, offers this insight into the relationship between Italian companies and customers.
Specifically for the insurance sector, “Today,” writes Paolo Viggiano of Vidass Assicurazioni – Axa Agency, in the latest issue of the Viasat Group’s Guida alla Sicurezza magazine, “keeping up with the times requires using technology and finding the right mix between new forms of communication and the human relationship that has always distinguished the good insurance consultant. The sector is undergoing a phase of profound change, driven by the evolution of the competitive environment, rules, and innovation. It is essential, therefore, to explain well to the client all the new opportunities, of which there are many, without remaining anchored only to the cost of the policy. We welcome, therefore, technology, but we must also know how to transfer it into concrete results.”
“The client wants to understand in a simple way things that are often complicated, and a good consultant knows how to do that. Ever since we decided to become a business partner of Viasat, thanks to the Sicuri&Protetti initiative, we have been transferring a clear concept that is consistent with our insurance proposals: more safe and more protection on the move, by any means and without any obligation as to the type of policy. A service tailored to the customer’s needs that has nothing to do with the ‘big brother’ often evoked when talking about Black Boxes. The data, it should be remembered, are the property of the insured and are not communicated to anyone without their consent.”
“A market like insurance, which is increasingly fluid and driven by premium wars, can only be faced by standing out with advanced services and professional advice. The client to whom we have offered the Sicuri&Protetti services is a client who renews his relationship with us every year, aware of the quality of the proposal offered.