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The insurance client journey

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The insurance client journey

Researching B2B CX for asset managers

In Q3 2021, an R&D project from the Asset Management CX Forum found that across the insurance client journey, these firms have quite specific needs, and they behave differently to mainstream institutional clients. As a result, a well-managed client experience (CX) could be particularly impactful to these intimate relationships.

The insurance client journey 

With a focus on the parts of insurance companies that bear the risk of their assets and liabilities, this project identified:

  • The insurance client journey and the moments that matter.
  • How their needs and behaviours differ significantly to institutional clients.
  • The behavioural effects asset managers want to stimulate, observe, and measure in these clients.

A key conclusion was that a well-managed CX could be particularly impactful in this setting, thus establishing the case for designing an insurance version of the industry CX benchmark.

A CX benchmark for your insurance relationships 

In response to the research, asset management firms from the forum are preparing to join a pilot project in January to design a CX benchmark that will enable them to measure, compare and predict their effects across the insurance client journey.

Adam Grainger

Adam Grainger

A 20-year veteran of the investment industry. Client experience. Behavioural analytics. Data science.