Historically, many companies have gone through channels to communicate about services and products with potential consumers. Insurance companies are a great example of this, as they typically go through broker-dealers, agents or wholesalers. But in today’s world where millennials and younger generations want to engage themselves in the buy, exclusively going through channels is not acceptable. Ideally, these consumers look for an e-platform, an experience on their phone or the Internet in which to engage. They like to do the research themselves and like to make their own decisions. But for companies, providing this kind of experience to consumers is far more complicated than it seems at first.
Experience, Data, and Trust – The Industrialization of Data-driven Personalized Experiences
Balancing experience with data and trust is essential to delivering engaging personalized [...]