Social media channels are, more often than not, touted as a way to connect with younger consumers who otherwise are outside the sphere of influence of traditional sales and marketing channels. That is indeed true. But social media channels are just as much about enabling consumers to talk about brands. For insurers, brand reputation is probably the most compelling reason to embrace social media channels.
Up until now, good customer service has been to answer the telephone promptly and deal with any problems efficiently. That will change. Consumers expect brands — and that includes insurers — to anticipate an issue and proactively reach out to the consumer, not to wait for the consumer to call them.
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