Creating stickiness in the insurance industry: The role of of communication in driving customer loyalty

The insurance industry has a problem. With the economy still looking shaky, customers are increasingly shopping around and making increasingly complex demands. That situation is bad in any industry but in insurance the high cost of new business acquisition is well known, as is the value of customer retention. Loyalty pays dividends but it is tough to achieve without the right tools in place.

This paper explores the role of communication in driving customer stickiness.