The services of insurance companies are primarily discussed in blogs.
Private households as well as business companies need to guard against damage. The calculation of the chance of loss or damage, on which the insurance premium depends, varies with each insurance company. Therefore, a comparison of different insurance providers will pay off. Moreover, not every insurance policy makes sense or is even necessary. So there is a lot for the customers to discuss.
With a share of 2,3 percent in the brand buzz (source: ethority ”Brands in Social Media” study), the insurance industry takes the 10th place in the top ten ranking. Services are mainly discussed in forums and blogs, first and foremost Allianz. Due to various sponsoring activities Allianz and DEVK can also be found on video platforms.
Insurance companies guarantee a certain degree of security for their clients. That is why their services should be customer oriented and adapted to individual needs. However, these needs are rather difficult to grasp regarding a service that is based on trust. The discussions resulting from the diversity of insurance policies and from potential positive or negative experiences provide a point of contact which can be used to approach the customers and find out more about their perception. This is illustrated by the following case example:
Case
Initial Situation:
A German insurance company commissioned ethority so as to be able to identify user opinions about their own brand as well as the brands of two other competitors and, thus, to optimize their offer.
Objective:
The buzz in consumer generated media (forums, blogs, rating portals, microblogging services and social networks) should be evaluated. Furthermore, a monthly evaluation and analysis was essential in the project, which was scheduled to last several months.
Realisation:
The gridmaster® technology compiled a quantitative evaluation report of user opinions in real time by identifying and classifying them according to pre-arranged criteria. ethority’s research specialists conducted a qualitative analysis of the collected data in order to provide necessary insights into the client’s own brand as well as the brands of his competitors.
Results:
Based on regular reports the company was presented with an optimization approach which offered immediate advantages against the also analysed competitors and, moreover, provided a new framework for action.
