Friday, June 01, 2007

Interpolis "Burnt mailing"

Interpolis insurance company depends on agents for selling Compact Business Policy. The business insurance market is difficult to penetrate. Insurance is a low-involvement item. Switching considered bothersome. Aim (agent mailing): bring in participants fot mailing to prospects. Aim (prospect mailing): Consultative talks. Central to their DM approach is damage actually suffered. damages must not only be visible but also tangible. Agents therefore received penetrating fire damage reports. Agents mailings to prospects were partially burnt.

Agency: Proximity, The Netherlands.