Voluntary customers continue to want human contact despite advances in technology and social media channels.
AVON, Conn.--(BUSINESS WIRE)--Internet enrollments and marketing capabilities are now status quo and are a must as a part of the overall voluntary offering for brokers and employers, as well as employees. Still, the most successful voluntary marketing programs also include a personal or “human” element of contact, whether that be in-person, by phone, email, or other means. These programs also include multi-layered communication opportunities and messages from carriers that target all three voluntary customer groups—brokers, employers, and employee. Although brokers continue to be most carriers’ primary customer, the interdependent nature of all three makes it important for carriers to pay close to all of their needs.
The purpose of the Marketing Practices of Voluntary Carriers Spotlight™ Report is to compare the marketing practices of 19 carriers in the voluntary market. Following are a few key findings from the report.
- Voluntary is frequently considered a piece of the overall branding effort and often draws from the strength and brand recognition of the overall corporate brand.
- Most carriers today have a separate and often detailed marketing plan for the voluntary business.
- There is much room for growth in the carriers’ post-enrollment marketing efforts as a way to build relationships with employees after they purchase.
- The number of research projects done by carriers today that are specific to voluntary has expanded significantly as they look for ways to successfully compete in the market.
With this information, voluntary carriers can better evaluate their current marketing practices, structure and integration to boost the competitiveness of the company and their offering.
The report is now available for purchase for $3,000. For more information or to order, call today at (860) 676-9633 or email us at email@example.com.
Eastbridge Consulting Group, Inc. is a marketing advisory firm serving insurance and financial services organizations in the United States and Canada.