"One CMO in our survey said, “You don’t create exciting things for people by figuring out things from data.” Actually, we believe that’s exactly what data can do. At the end of the day, analytics are what companies have learned about people's behavior. Such insights can guide and inform where imagination needs to go. In the best cases, they can even inspire. Marketers that are leading the pack in driving growth understand that data and human ingenuity are two sides of the same coin."
Unlocking the next wave of growth by unifying creativity and analytics
McKinsey & Company June 2018
A lesson here for insurers- creativity inspired by the data that measures customer behaviour is a critical success factor in delivering the best Customer Experience and winning higher NPS ratings.
All that unstructured data in the claims process collected but not analysed. A n assumption that customers prefer mobile insurance apps when in reality they don't want to download yet another app.
Just let me hit a big, bold CLAIMS BUTTON on your website, let me click, chose the type of claim and get a link to my phone and laptop, SMS and email, with only those questions you absolutely need. So I can add photos and maybe video and you have all the evidence to make a quick decison.
Be creative but please alsouse data to deliver the best user experience.
We found that marketers who are what we call “integrators”—those who have united data and creativity—grow their revenues at twice the average rate of S&P 500 companies: at least 10 percent annually versus 5 percent (Exhibit 1). This is a welcome development for CMOs, who no longer see themselves primarily as stewards of the company’s brand, but as drivers of company growth.