“Hello, undefined: How's it going?”
We've all seen bad marketing emails where that which was said to be a personalized greeting or communication goes terribly wrong. These failed attempts at personalizing the client experience possess the exact opposite effect that they are designed to when the data is bad. It would be better to return to the guidelines we use in face-to-face communications: If you cannot remember someone's name, do not bring it up whatsoever.
The same high standards affect marketing principles within the insurance world when you aim to personalize interactions with policyholders. You have to get it right. Today, customer expectations are at an all-time high. Personalized experience is a key differentiator that sets insurers apart, however they really only have one shot to get it right. One slip-up can spell disaster for customer loyalty and brand reputation.
Recently, I got my renewal package for my homeowner's policy from the large insurer. In big bold typeface, I was greeted with, “Thank you for being our customer since 1989.” Okay – however i have experienced a homeowner's policy with this insurer since 1980!
In 1989, we sold our first home and acquired another home. So, I'm able to understand a different location or possibly a different policy number, however i am still exactly the same customer! I got fixated how the organization could be wrong. It is clear that insurers manage customers by profession or a policy number in a policy admin system, not by customer data. Then, I started to examine the entire renewal package, and also the company was adding new benefits and coverages in simple language – those were positives. But I couldn't get past the front page. The general quality of the renewal document was marred by the flawed opening.
So, to insurers, no matter your size, if you want to personalize, you’d better get it right. Never assume personalized, exported information is correct. You must be sure of it. In my case, a simple tweaking would have been all that was necessary to rephrase the statement, “Thank you to be a customer only at that address since 1989.”
As a customer, I expect more. As insurers, we ought to demand more, provide many ensure that personalized information is right. Otherwise, you appear sloppy, and also the veil to your organization (or insufficient organization) is lifted. You shouldn't be another bad data story, and do not help make your customers feel undefined when they communicate with you.
After all, first impressions still count, big-time. Customer loyalty can alter as quickly as you can say, “Hello, undefined-“
