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.

Using data effectively in insurance

Our takeaways:

• 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’s role in building brand loyalty

Our takeaways:

• 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.

What insurance companies can learn from other brands (like Evian)

Our takeaways:

• 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.

The importance of open and transparent dialogue with customers

Our takeaways:

• 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.