A transformation confirmed by a trend

[nurmohammadkhan]

This new reality photographed by KPMG for the insurance world is actually part of a more general trend, which has rapidly established itself in all the main economic sectors and which must be observed by all players operating on the market.

Among the many transformations we have witnessed recently, the pandemic and digitalization have in fact pushed companies to change their point of view and priorities in carrying out their business.

At the centre of their business there must no longer be (only) profit, but rather there must be the customer , the person, with his needs , requirements and expectations .

This is at least what emerged from a 2021 Deloitte research on the most important poland whatsapp resource trends in digital marketing ( Global Marketing Trends 2021 ), which showed how the development trends of each economic player are united by a "shift" in mentality that leads each brand to be increasingly "human-centric" , in every aspect.

And even among the insights identified this year by Deloitte, the central position of the customer and the human component within the business returns like a common thread, as can be seen from some titles that summarize the trends: Authentically inclusive marketing , Meeting customers in a cookieless world and Designing a human-first data experience .

It is clear that this same approach must also be followed by the insurance sector, where the human component is not only very present but is also fundamental in every phase, including the most delicate ones.

But before understanding what an insurance company can actually do, we need to start from a premise.