How to Increase Brand Stickiness (When There is No Love)?
Thursday March 14, 11:45 am - Main Stage
This talk details a case study in one of the most challenging industries – Insurance. How do you shift consumer behavior in such an unloved industry? Ana Iorga explains how neuroscience, in combination with big data and in-depth interviews, was used to dig deep into customers’ implicit perceptions and biases regarding one of the worlds biggest insurance companies. It helped to identify barriers and pain to renewal. A solid behavioral change strategy, based on the results, led to an increase of both direct sales and renewal.
What the audience can learn:
• Find the customer's pain points using implicit tests, big data and interviews
• Understand how to shape consumer behavior for clear business outcomes
• Learn to build customer engagement in low-touch industries
Thursday March 14, 11:45 am - Main Stage
This talk details a case study in one of the most challenging industries – Insurance. How do you shift consumer behavior in such an unloved industry? Ana Iorga explains how neuroscience, in combination with big data and in-depth interviews, was used to dig deep into customers’ implicit perceptions and biases regarding one of the worlds biggest insurance companies. It helped to identify barriers and pain to renewal. A solid behavioral change strategy, based on the results, led to an increase of both direct sales and renewal.
What the audience can learn:
• Find the customer's pain points using implicit tests, big data and interviews
• Understand how to shape consumer behavior for clear business outcomes
• Learn to build customer engagement in low-touch industries