On May 17, we did a webinar with our friends at POST called ‘Building brand loyalty in a digital age’.
Reevoo founder Richard Anson sat on the panel with some other very clever people:
Jonathan Swift, director of content, Insurance Division, Incisive Media
Lorraine Donington, head of digital user experience and content, TSB
Phoebe Hugh, co-founder & CEO, Brolly
Darrell Sansom, managing director, AXA Business Insurance
If you’ve got an hour to spare, the whole thing is available on demand. If not, no worries – here are the bits we thought were really interesting.
- Brands should be using data as a way to understand their customers better. Most brands know this, few do it well. We are at a point where this is more than doable; all the necessary tools exist, our knowledge is sophisticated enough and mountains of data are available.
- Brands must use data in a way that adds value to the customer.
- Companies that truly understand their customers do better than those that don’t.
- Personalisation is more than just knowing a customer’s name or login details.
- UGC in insurance and finance can (and should) go far beyond just ratings and reviews.
- Insurers can use UGC to build a relationship with the customer which is a key step on the way to loyalty. The industry is all about protecting the things you love; that’s something people are willing to share and talk about.
- Brands need to be transparent and authentic at all times. If they can stay out of it altogether and let the customer do the talking, even better.
- There are plenty of great examples of brands that have created brilliant online communities.
- Brands that resonate with users typically do a great job at making you feel like you are experiencing something, not just buying something.
- You must adapt to your customers’ needs, and meet them where they are.
- Publishing the good, the bad and the ugly of UGC demonstrates that you are keen to speak with customers and take their feedback on board.
- Customers are having conversations about your brand with or without you. Hosting the conversation on your site gives you the opportunity to respond and do something about any negative comments.
- You can’t try to control UGC, only harness it. Host it on your own real estate, but independence is critical.