Get smart: Why insurers need to rethink their communication strategies

While the majority of consumers surveyed feel that communications quality is staying the same — versus getting better or worse — business leaders are a bit more optimistic, with the biggest gap found in the insurance industry. (Credit: Sergey Nivens/Shutterstock)

With more businesses emerging across virtually every sector, maintaining a line of communication with consumers is more important than ever. It plays a key role in the consumer experience, and any degradation there is likely to push a consumer towards a competitor who will make them feel more valued.

Consumers today also expect a greater experience due to the digital transformation happening throughout most industries. Technology has placed more power in consumers’ hands, and businesses will need to keep up or face irrelevance. To get a better understanding of what matters most to consumers when it comes to the communications they are receiving from financial services, insurance and health care companies, and to compare their desires with what companies are currently delivering, Smart Communications conducted a survey of U.S. and U.K. customers of businesses in these industries.