Know-How Exchange : Customer Behavior

Because you have access to so much personal information, here would be a bare minimum:
1) Birthday Card
2) Card on the aniversary of their policy
3) Holiday Cards (in US - Valentines day, St Patricks, Memorial Day, 4th of July, Labor Day, Thanksgiving. Christmas, Easter and other religous holidays if you know their faith)

This has a person receiving something from you nearly once per month...

Hi, I also work for an insurance firm and we've used several things, including giving them a card to download free ringtones if they do xyz. Once they get the card, they would go to ouir site first to get the URL to download their 3 free songs. If you buy in bulk, it saves a lot of money.

Insurance issues which can be dealt with automatically by a CRM system divide into those which customers need to know; such as renewals and things which you want them to know; but they don’t want to know about, such as everything else! Well almost.

Look at it from the customer or prospective customer’s point of view by putting yourself in his or her shoes. When was the last time you received a letter, card or email from the xyz insurance company and went, “Whoopee!”

Probably never.

So whatever you send has to incentivise or to inform. Incentives by themselves from the insurance industry are usually called “Direct Marketing” and are binned appropriately. Notices of important events however get the readers attention and can be used to upsell an appropriate product, based on your knowledge of the client from their profile on the CRM system.

Does your CRM system profile clients or does it act as a £19 Million pound junk mailing list? You question somewhat implies the latter as we couldn’t possibly tell you what to send to a given client which would interest them and be relevant.

If you are making that mistake now, then it’s time to make the CRM investment pay. Only then will suggestions of what to send to whom will start to cont for something.

Best wishes


Steve Alker
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