Putting People First

Every insurance product has a person behind it. A service mindset should come naturally to insurance leaders: putting people first is at the center of everything we do.

Taking care of others can’t be accomplished in the short-term. Many customers are with insurance companies for decades, and it’s our relationships and values that help us rise to the ever-increasing challenges of the moment.

We tie an extended contract of mutual trust with our people, committing to bring this promise to life and make an impact within a long-lasting relationship. And that contract is held to an even higher standard during challenging times.

Be prepared to play the long game

Both insurance and marketing are about the long game, with most of the work happening below the surface. You have to spend time creating the links between the minds of people, the communities where they live and the companies where they work every day, so you can be prepared for events that test those connections.

The COVID-19 pandemic has brought enduring concerns, like the future of our loved ones and communities, into light for millions of people around the world. These conversations are ones that are always top of mind for insurance companies, as we’ve built our reputations on our ability to talk about life’s toughest issues.

The pandemic has revealed a shift in audience priorities. As marketers, if you’re not engaging in those issues in a way that feels authentic, or at least speaking with awareness of the cultural context surrounding those issues, you’re going to be left behind.

Our connections are the way forward

In the wake of COVID-19, it may take certain parts of the economy years to recover. Marketers that will be successful are the ones who take the time to communicate with their stakeholders, defining their positioning and speaking with full awareness of the current cultural context.

Insurance is an industry that has always required full context — the business model relies on understanding our customers as whole people. If you don’t know your stakeholders and the context in which they live, you won’t be able to effectively communicate with them.

Put people first. When marketers take into account the full context, they can build the necessary connections between the minds of your customers and the communities where they work and live. It’s those connections — established from a service mindset — that will prepare us for the road ahead.