Centro de Documentación de Fundación MAPFRE - Customer loyalty in P&C insurance : US edition 2014 : excelling at both acquiring and retaining customers is proving elusive for many insurers. But insurers can improve their performance in each...

MAP20140023103

Customer loyalty in P&C insurance : US edition 2014 : excelling at both acquiring and retaining customers is proving elusive for many insurers. But insurers can improve their performance in each area by systematically earning their customers' loyalty / by David Whelan and Sean O'Neill. — Boston, Massachusetts [etc.] : Bain & Company, cop. 2014

Sumario: Most P&C insurance ads convey one of two themes: low price or peace of mind. A few ad campaigns emphasize convenience, and some contain a mix of those three themes. Acquisition leaders, though, maintain a drumbeat of price-based themes. Despite the high cost of continued customer churn, some carriers, such as GEICO, have chosen to become effi cient acquisition engines

1. Fidelización de clientes . 2. Property-casualty . 3. Seguro de daños patrimoniales . 4. Mercado de seguros . 5. Tecnologías interactivas . 6. Retención de clientes . 7. Medios de comunicación . 8. Estados Unidos . I. O'Neill, Sean . II. Bain & Company .