3 WAYS TO MAKE YOUR BRAND MORE AUTHENTIC By Giunero Floro Selective Insurance Sr. Vice President & CEO
My wireless provider doesn't know who I am. It's not that I need the company to know that I have a dog, work for an insurance company, or love to travel. The problem is that their data is inaccurate. My spouse has been a loyal customer with this provider for over 20 years, yet and despite being his husband with a shared account for the last 10 years, this top-tier provider cannot make the connection that we are related and continues to send me random solicitations to become a new customer. These disconnects, small as they may be, shine a light on how committed brands truly are to understanding their customer—even minor hiccups in customer experience can leave a bad brand impression. It comes down to trust. Trust is a critical component for all brands, but the stakes are higher for insurance brands. NOMADIC
|
24
