A Game plan for customer-centric growth in insurance / by Angelo Candreia ... [et al.]Sumario: he article examines how insurers can drive growth in mature markets through customer-centric strategies. It proposes a progressive approach to personalisation, moving from a mass-market model to an individualised one. It highlights the importance of segmenting customers, defining tailored value propositions and designing specific marketing strategies. It emphasises the role of technology, such as generative artificial intelligence, in facilitating personalisation, without replacing human understanding. The text includes practical examples, such as adapting products for Generation Z, and emphasises the need for cultural and operational transformation to achieve lasting and distinctive relationships in the insurance industry. — Ámbito geográfico: InternacionalEn: BCG (Boston Consulting Group) .- Zurich : Boston Consulting Group. - 09 de enero de 2025 : 9 p1. Marketing. 2. Empresas de seguros. 3. Experiencia del cliente. 4. Marketing estratégico. 5. Inteligencia artificial generativa. 6. Personalización. I. Candreia, Angelo . II. Boston Consulting Group. III. Título.
