Blog: Brand legacy vs digital innovation within the insurance industry
Now customers expect their insurance provider to have strong digital capabilities, companies can no longer rely on brand loyalty alone to appeal to their audiences. With innovation and digital product offering being key for customers, Kelly Ward, chief sales and distribution officer at Axa Partners UK, considers how insurers can continue to grow brand loyalty while expanding digital offering.
When it comes to the impact of innovation over brand loyalty, other industries have proven that market leaders can lose their position overnight if they don’t keep up with their customers’ need to
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