" Married to engagement? Get a divorce.
Reflecting on the nature of online customers and the companies that vie for their attention, customer engagement is fool’s gold. The focus should be on being relevant and “touching” customers with different offerings. Insurance companies should think of a company strategy, not an advertising strategy. After all, who would have thought that Amazon would, at one day, offer plumbing, locksmithing and other home services…?"
OCT 29, 2017
PS: Don't mix up customer engagement with customer experience. Two different things and UX vital for customers
In a recent interview with Inc.com, CEO & founder of Clearcover Kyle Nakatsuji explained the problem: “I worked with the VC team at American Family Insurance and over time came to a realization that, in hindsight, is pretty obvious: Insurance is boring. Most people would prefer to think about it less, not more. Despite that, almost every insurance company I talked to was spending an incredible amount of time and money trying to get people to think about their insurance company more often. Advertising, endorsements, phone apps… they wanted to be a bigger part of everyone’s life. If the customer’s natural state is disengagement, it’s expensive to try to get them to engage .”