Comments on: Profile Customers Above-The-Line http://www.insiders-view.co.uk/profile-customers-above-the-line/0031 Insurance Blog Fri, 20 Jan 2012 13:25:36 +0000 hourly 1 http://wordpress.org/?v= By: Ernest http://www.insiders-view.co.uk/profile-customers-above-the-line/0031/comment-page-1#comment-4279 Ernest Mon, 14 May 2007 17:35:09 +0000 http://www.insiders-view.co.uk/profile-customers-above-the-line/0031#comment-4279 @Andrew There's obviously a need for customers to find 'the cheapest' policy. Do you think they actually care about the cover they're getting or are customers simply looking for meeting the legal requirement? It would seem to fit the performance you've suggested for the 'save £££' approach. If an insurer were to talk about the benefits of the policy or the type of customer they want at the first point of contact, wouldn't that help to differentiate from the crowd? Or are we stuck with a long line of gimmicks and animals shouting 'save £££ with us ...maybe ...possibly ...if you're over 35, live in a bungalow and never use your car'?!! @Andrew

There’s obviously a need for customers to find ‘the cheapest’ policy. Do you think they actually care about the cover they’re getting or are customers simply looking for meeting the legal requirement? It would seem to fit the performance you’ve suggested for the ‘save £££’ approach.

If an insurer were to talk about the benefits of the policy or the type of customer they want at the first point of contact, wouldn’t that help to differentiate from the crowd? Or are we stuck with a long line of gimmicks and animals shouting ‘save £££ with us …maybe …possibly …if you’re over 35, live in a bungalow and never use your car’?!!

]]> By: Andrew http://www.insiders-view.co.uk/profile-customers-above-the-line/0031/comment-page-1#comment-4268 Andrew Mon, 14 May 2007 16:23:17 +0000 http://www.insiders-view.co.uk/profile-customers-above-the-line/0031#comment-4268 You're right but unfortunately tests show that 'save up to £££' outpulls any other message out there. DL have shifted to product features to diffferentiate (how starange that it caqmpaign timed to coincide with an upward shift in their prices) but they will return - at least in part - to price dricen messages before the year is out. Because they just pull so much better (especially if the claim is provided by a research independent). You’re right but unfortunately tests show that ‘save up to £££’ outpulls any other message out there. DL have shifted to product features to diffferentiate (how starange that it caqmpaign timed to coincide with an upward shift in their prices) but they will return – at least in part – to price dricen messages before the year is out. Because they just pull so much better (especially if the claim is provided by a research independent).

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