The 3 must-know movements in the insurance industry
Purchasing insurance is a daunting process that customers often begrudgingly undertake. In fact, according to a 2011 study 1, customers use on average more than 11 sources of information before making an insurance purchase. That means that before the business is even aware of the potential customer’s interest in their product, the customer has already begun his or her research, opening them up to what is commonly referred to as the Zero Moment of Truth (’ZMOT’). Since the Zero Moment of Truth premise came into being, the channels used by customers have broadened significantly, and social media and mobile device research have become more prevalent.