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S1:E7 | Sarah Dixey from IAG: How IAG engages with their customers - particularly those experiencing hardship
03/04/2021
S1:E7 | Sarah Dixey from IAG: How IAG engages with their customers - particularly those experiencing hardship
IAG is the largest general insurance company in Australia and New Zealand, with a 21% market share in Australia. IAG’s largest brand is NRMA Insurance, with a heritage that dates back to 1920. One piece of evidence of the strength of IAG’s relationship with its customers is its average length of tenure. For IAG the average is about 14.7 years, compared with just 7.2 years for the industry as a whole. At IAG, insights are there to help inform the business, so that it can better meet customer needs. One of the key features of insights at IAG is analysing data from multiple sources, such as customer data, market data, voice of the customer, brand and advertising tracking, concept and product testing, and design testing. Central to this process is the Imagine Better community that Sarah looks after. Sarah and the community deliver value to IAG by working with a range of stakeholders, including marketing, distribution, corporate affairs and the design team. The community was re-launched in March 2020, moving from a full-service model to an assisted service model, just as COVID was breaking. Whilst there were challenges, Sarah says “We realised that the community was the perfect platform for really understanding customer sentiment at this very challenging time.” IAG is currently conducting a major project on financial hardship, to help target assistance to people who really need it. This is a challenging project because most people don’t actually reach out for help.
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