Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Customer trust brings its own healthy rewards

The study, entitled 'Trustability in Health Care', found that a worrying 50% of consumers do not trust their current health insurer, which has a significant negative impact on those companies' business in terms of customer loyalty, advocacy and intent to purchase additional products and services.

Consumer trust was also found to impact actual health outcomes such as willingness to follow health insurer's instructions, and willingness to follow the doctor's instructions. The bottom line is that consumers care about trust, and they actually notice and remember the behaviour of a health insurer, and whether that enhances or diminishes the overall level of trust they feel toward the company.

"Given changes in legislation that will bring customer choice to the marketplace it is no secret that the health insurers need to think differently about how they build and nurture relationships with their customers," warned Peppers & Rogers Group partner and health care practice leader, Marc Ruggiano. "When consumers are no longer captive to a specific health insurer, their perception of the insurer becomes more important. It is all about establishing a trusted, relationship. This study shows the depth and urgency of the need for change."

Research director and co-author of the study, Tom Lacki Ph.D. explained the aim of the study: "We believe that trust is divided into two distinct areas: competency (the ability to do things right) and Goodwill (the ability to do the right things). We designed the study to help insurers identify the drivers of trust in each area. By knowing which behaviours of the company enhance or diminish trust among its customers, a health insurer has the opportunity to focus and prioritize its efforts, measure what matters, and align its reward and recognition systems."

The study illustrates that respondents who report a high level of trust with their health insurers provide strong ratings on the competency scale in areas like getting the basics right, communicating clearly and resolving problems quickly and correctly. On the goodwill scale, factors such as keeping promises, taking ownership of problems, and focusing on what is best for the customer received strong ratings.

"The study demonstrates that establishing and maintaining trust with customers is a critical capability for insurers and it is possible to measure and monitor trust as a practical metric. In an industry that touches individuals and their families so personally, trust is even more important," said Ruggiano.

"Health insurers must urgently develop capabilities that build trusted relationships with consumers, including actionable consumer insights, managing interactions with customers, accessing consumer information, communicating complex messages effectively, and holding themselves and their employees accountable," Ruggiano concluded.

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)