Chris Andrew says creating relevant content is key to engaging new clients

28 Jun 2016

The Managing Director of Hearsay Social in the UK and Europe, spoke on “The digitally enabled advisor - leveraging SMS, web, email and social to drive sales“ at the Next Generation Insurance Customer 2016 conference at the Swiss Re Centre for Global Dialogue.

Click here to find out more about the event.

Read the text version of Chris Andrew’s interview here:

“Digital innovation is here and it's now. There are practical things you can do that will have a real effect in the field. I don't think you need to wait for AI or for a new mobile app development. There's practical things you can do to help your people get discovered, to train your firm to be ready for digital, and those thing can begin today. The consumer expectation has shifted, they expect to engage on the channel of their choice, they expect a timely response, and they expect an informed answer. Really, those are the three elements that they are looking for, and the challenge for the company is to meet them in the channel with the right content at the right time.

I think the content is arguably the biggest challenge. The largest transformation here is that, in person, it's still relevant, maybe the most important, but as people are spending time in social feeds and on websites, on email engagements. There's an opportunity to have more context for your next conversation, so that the piece of content you are providing is more relevant.

I think having been to many of these events over the last five years, the push from within is gentle, the push from the outside is stronger, and layers on top of existing systems aren't a challenge, there really needs to be a new model that comes. The consumer will shift if it is better for them, and price isn't the only thing they care about. I think they care about service and access, and advice. I think the cheaper solution doesn't always win. I think the support, the information at the right time, the idea that the relationship is relevant in providing value for the consumer, or things they care about beyond a digital company or the cheapest price point.”