Russell Findlay is an experience Chief Marketing Officer (CMO) who recently took up the post at insurance company Hiscox. He has set up a totally innovative approach to selling insurance packages than used elsewhere. A more customer oriented approach is used. Instead of the fear based selling methodology adopted elsewhere, at Hiscox, opportunities for risk taking are highlighted to small businesses. Findlay feels that fear is not a long term inducer or motivator. Relevant customer background checks are done to curate personalized services. This business intelligence is crafted using enormous data generated and is used to create powerful stories for the media. In addition another innovation adopted is recruitment of customers as they are the ones who will best understand pain points and ways to improve final service.


Uploaded Date: 02/06/2017

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