helping you master customer insight leadership

Motor Insurers’ Digital Marketing Effectiveness

insurance disclaimer
andrew steinmetz (flickr)

A new type of ‘other post. Given the number of our readers who work within the Insurance sector, I thought it might be helpful to share the results which Global Reviews shared with me, from their Digital Marketing Effectiveness Study (Q3 2014) of UK Motor Insurance providers.

There are some interesting lessons for customer insight leaders from other sectors as well, when you reflect on the key findings into consumer behaviour.

Here are the highlights:

  1. One third of consumers decide, which car insurance provider to go with, via a comparison website

While 92% of UK consumers will use a search engine at some stage of the pathway to purchase motor insurance, 87% actually start the journey there. 30% then move to the brand website, however almost half go to a comparison or aggregator site. 29% are then making the decision to purchase and stopping their journey on the aggregator site. A further 9% of those who visit provider’s site are going back to aggregator sites. (more…)

Celebrate the Health Survey for England 2013

bathroom scalesOver the last couple of days there has been plenty of media coverage as to what the results of this health survey mean. The BBC in particular has debated whether it shows ‘more pill popping’ as a poor substitute for healthier lifestyles, or more ‘treatment where needed’ to prevent more serious conditions.

However, from a Customer Insight perspective, there is something else to celebrate here. That is the continued existence of a large quant longitudinal study of the type that does not happen elsewhere in Europe. A survey that interviews nearly 9,000 adults and over 2,000 children is not to be taken for granted by any business. Couple that with capture of consistent variables (in addition to topical ones) over 23 years, and you have a serious contribution to research evidence in the UK. An interesting throw away remark on Radio 4 yesterday was that the UK is often criticised as the ‘fat man’ of Europe, sometimes on the basis of the weight measurements taken in this survey, however at least for the UK we know the data. Such consistent record keeping of population height & weight does not exist elsewhere in Europe.

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How to play to your strengths this year

StrengthsFinder-2.0This book is more of a resource toolkit than a narrative read, but it is one that I’ve found useful for my own development & when coaching clients.

It’s a book for which you’ll want your own copy, not just because you want to make notes & complete the cover with your top 5 strengths, but also because each book has a unique code for you to use to complete an online ‘strengths finder’  test.

That test is grounded in the Positive Psychology movement and in fact this pocket-sized book is dedicated to the ‘father of strengths psychology’ Dr Donald Clifton. The first 30 pages of the book explains the benefits of focussing on your strengths rather than your weaknesses. I have seen this in true with many coaching clients. Too many leaders in business are encouraged to flagellate themselves about perceived weaknesses or have to focus on developing areas where they don’t have natural strengths.

This can be self-defeating for two reasons: first, it often fails – you are asking the person to ‘swim upstream’ against their natural personality which is rarely sustainable; second, that it means people assume they have to be like others in the organisation & so often neglect playing to their natural strengths where they could really excel. (more…)

How to choose the coach who will help you grow as a leader

choose the coach

The Institute of Leadership & Management (ILM) recently published a report entitled “Coaching for Success: The key ingredients for coaching delivery & coach recruitment”. There’s plenty of interesting snippets of research findings and practical advice t help you choose the coach.

If you have the time, it is well worth a read, but the points which caught my eye were a 3 stage process for coach selection. Following on from some of the concerns I expressed in my last post on coaching, I agree with the ILM that the selection of coaches often still lacks a robust structured process and so am going to share their recommended process as a good example.

This process can be used by an individual for themselves or by someone selecting on behalf of an organisation. It assumes that a long list of possible coaches has already been found.

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What is coaching & should it matter to you?

what is coachingLast night I was reflecting with some fellow executive coaches (at an Association for Coaching, AfC, co-coaching forum) on some of the difficulties this emerging profession still faces. One of those is the lack of clarity in the minds of clients, and sadly some coaches too. So, what is coaching?

The amount of money being spent promoting superficial life coaching or NLP remedies can easily muddy the water & leave this key discipline looking like a bunch of snake oil salesmen or at least wooly thinking “Pollyanna”s.

Given the breadth of professions where clients can be helped by talking, some clients also confuse coaching with mentoring or counselling. One of the benefits of studying the Institute of Leadership & Management (ILM) qualification in Executive Coaching & Management has been an opportunity for me to clarify these differences and learn a robust psychological approach to coaching. (more…)

Festive Others

Christmas_lights_in_Sloane_SquareAs we approach December and experience ‘Black Friday’ becoming more established in the UK Calendar (perhaps without Thanksgiving we can make it a holiday to remember that retailers systems do crash too?), it’s time for a more festive post. This time I’m sharing a few Christmas related insight posts from others. Hope you enjoy them. Ho ho ho…

First, how about some gift ideas for your insight team?

 

Otherwise, perhaps it’s time for an infographic on the big bird for the big day?

 

If you’ve avoided the queues, enjoy reflecting on the number of Behavioural Economics biases being used by retailers on ‘Black Friday’ shoppers…

 

Hope that was a little fun as you look forward to those Christmas parties. Do you have any favourite festive data, analysis, research or database marketing stories to share? If so, please let us know below.

Poll: Which is your favourite ‘top tip’?

Billiard_Chalk_and_CueThanks for all the positive feedback I’ve had on our recent series of ‘top tips’ for the different technical teams which make up the full breadth of customer insight. It’s encouraging to know that those tips did help other leaders.

In fact it set me to wondering which top tip was the most helpful. So, to once again help shape future content here on CIL, see below for our latest poll.

Please vote for your favourite ‘top tip’, the one which was most useful to you…

 

I’ll share the results of that poll once participation is high enough to give us robust results. But I’m not arrogant enough to think that wisdom resides here, so please do also share your ‘top tips’. I’d love to hear about the lessons you’ve learnt while leading a data, analytics, research, database marketing team or whole customer insight department. Go on, use the comments section below & see if others have found the same as you.

Those sharing the most useful or popular tips may be invited to be a guest blogger here (and I’ll find a prize for them as well).

I look forward to hearing your thoughts & seeing your votes – let’s help each other succeed as Customer Insight becomes a profession.