There are now many companies around the world utilising loyalty schemes as a way of connecting and sharing a brand with peer groups, including family and friends.
Unfortunately many are still operating in an analog mindset with systems and processes designed for the 20th Century - in plain english all loyalty schemes operate on the basis of delayed reward and everyone of them are not interoperable e.g. they don't talk to each other.
The only one I'm aware of that came close to an multi-brand consumer focused scheme was 'Nectar' and that's still based on delayed reward - so if you know of any other feel free to shout up.
Digital innovation for many of these organisations are still focused on reducing internal operating cost and managing insurance fraud.
Today instead of the insurance company sending you a cheque, or depositing the funds directly into your bank account they will provide you some form of digital gift card that can be redeemed at any of the insurance providers network of suppliers.
These can range from electrical goods, through to carpets, curtains and even plumbers.
This is a great innovation and cost saving initiative for them, however is it the kind of experience you 'think' your signing up for when you agree to pay those premiums?
I read a news report recently that said the insurance sector is paying a heavy price for the pandemic crisis as claims for all manner of business insurance policies are being questioned or not paid out.
I did hear that one car insurance company seized the insurance consumer initiative by providing premium refunds to car insurers - awesome!
It seems that if you have reduced your annual miles due to lockdowns and WFH and your previous higher annual mileage has been the basis for your fees then you might be entitled to a reduction in those fees, and for many others you can claim a refund on premiums already made - you're welcome!
Just like banks it seems to me that insurance companies who are also part of the solution are also a part of the silent majority when it comes to practical and authentic communications.
What we need from these companies is no jargon communication around how we can either claim, or reduce those hefty premiums.
Somehow I suspect they won't be using social media to encourage contact.
What's been you experience?
At my last company, one day you couldn't talk to anybody outside the company unless you were registered as HQ and had been on a two day "talking to the press" course. If you did talk to the press and you were not authorised, it was gross misconduct and you were fired. There was one very famous case of somebody that got hit by this.