Will Life Become Directed Nudges?
September 17, 2021
I read an article with a thought provoking message. The write up is “Changing Customer Behavior in the Next New Normal.” How do these changes come about? The article is about insurance, which has seemed like a Ponzi pie dolloped with weird assurances when disaster strikes. And when disaster strikes where are the insurance companies? Some work like beavers to avoid fulfilling their end of the financial deal policy holders thought was a sure thing. House burn up in California? Ida nuke your trailer? Yeah, happy customers.
But what’s interesting about the write up is that it advocates manipulation, nudges, and weaponized digital experiences to get people to buy insurance. I learned:
The experience of living through the pandemic has changed the way people live and behave. Changes which offered positive experiences will last longer, especially the ones driven by well-being, convenience, and simplicity. Thereby, digital adoption, value-based personalized purchasing, and increased health awareness will be the customer behaviors that will shape the next new normal. This will be a game-changer for the life insurance industry and provide an opportunity for the industry to think beyond the usual, innovate, and offer granular, value-based and integrated products to meet customer needs. The focus will be on insurance offerings, which will combine risk transfer with proactive and value-added services and emerge as a differentiator.
Not even the murky writing of insurance professionals can completely hide the message. Manipulation is the digital future. If people selling death insurance have figured it out, other business sectors will as well.
The future will be full of directed experiences.
That’s super.
Stephen E Arnold, September 17, 2021
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