Research Shows Customer Engagement Makes Major Impact on Insurance Consumers’ Buying Decisions

By Newswire | June 13, 2013

Richardson, TX, 6/13/13 – KBM Group, a marketing services company specializing in helping companies with customer engagement strategies, is releasing results of its independent research on the impact customer engagement has on insurance customers’ buying decisions in a webinar on Thursday, June 20 at 1PM ET/10AM PT.

The research shows that in a fast-changing marketplace, insurance companies can no longer remain competitive by simply providing competitive rates and services to consumers and continue to grow their business. A strategy focused on the quality of customer interactions and experiences and the resulting mutually beneficial engagement that follows will separate those insurers who maintain the status quo from those who attain organic growth through acquisition, retention and the development of engaged and profitable customers.

To understand the state of customer engagement in the insurance industry and to identify the priorities and plans by which insurers can enhance engagement, KBM Group commissioned 1to1 Media, a B2B media company focused on customer experience, to conduct quantitative research. Using data gathered from nearly one-thousand US customers of life and P&C insurers, the research sought to answer three primary questions:

1. What is the current state of engagement for customers of life and P&C insurers?

2. Which actions of an insurer are most influential in impacting customers’ engagement—and, how does that vary across the lifecycle?

3. To what extent do improvements in customer engagement impact important business outcomes for insurers?

The research insights not only document the need for an increased emphasis on customer engagement by insurers, but also establish a business rationale for doing so.

The webinar on June 10 focuses on the P&C insurance results of the study. A follow up webinar in the near future will address how customer education and engagement improves acquisition and renewals in the life insurance industry.

Register for the webinar at All attendees will also receive the full summary report of the research.

About KBM Group
KBM Group helps companies create meaningful and mutually beneficial engagements with their customers through data-driven insights. We combine data, sophisticated analytics, actionable insights, and marketing technology to optimize multi-channel engagement throughout the customer lifecycle. KBM Group’s world-class marketing services include strategic marketing consulting, data integration and database management, analytics, digital services, outsourcing, creative services, and response services. Our parent company, Wunderman, is part of the Young & Rubicam Group and a member of WPP (NASDAQ: WPPGY).

Peggy Garner
KBM Group
713.995.2358 or 281.865.1412

KBM Group

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