While that article’s focus was onboarding new insurance customers, this month, we look at the steps we’re taking to retain existing customers.
Introducing customers to dealership insurance will remain a key stage in the customer journey. However, the reality of vehicle sales slowing over the last few years has led to a decline in the number of new dealership insurance customers. This has promoted vehicle insurers, such as Allianz, to consider ways to retain existing customers.
In response, we’ve made customer retention one of our top priorities. We’ve implemented an always-on customer lifecycle program using effective eDM communications direct to the customer.
Our Automotive Retention Strategy, as we call it, was devised and launched in 2020 during the height of COVID-related disruptions to the sector. At its core, the strategy involves sending direct digital communications to existing customers through their policy lifecycle. It's already proven successful, with positive customer responses to notifications about the benefits of their policy inclusions and the reminder that their insurance policy is soon to expire.