At Chubb, we are actively investing in ways to help our independent agents and brokers grow their business. It’s a partnership; we’re working together with you to help more clients get the protection they need.
We know that our agents and brokers do a good job of building relationships and converting prospects into clients. At Chubb, we are investing to generate more leads for you and help you market even more successfully, by suggesting ways to cut through the noise and effectively reach potential clients. People are bombarded by messages all day long, which is why we have invested in innovative language research to identify which words and messages cut through the clutter and create an emotional connection. Those are the ones that will help you tap into the largest growth opportunity in our industry – dislodging successful individuals and families from their current, standard carriers – by helping them realize the benefits of working with specialized experts: you and us.
Source: Capgemini Financial Services Analysis, U.S. Wealth Report 2015, Spectrem Group's Market Insights Report 2017 and publicly available market premium data and U.S. census.
You likely have met many prospects like these. They have the right assets, the right income, and insurance needs you are well suited to address. You do a great job of closing the deal when you get them to sit around a table with you. We’d like to bring more prospects for you to meet with and we continue to actively market to generate more leads for you. But as you market to them directly, you may find that they are generally satisfied with their current coverage with a standard carrier and are bombarded with marketing messages. That means you’ll need a way to pique their interest, so they’ll want to explore what you and Chubb can do for them. Our research is here to help.
Our work began with significant input from independent agents who sell Chubb insurance and key internal stakeholders, leading to the development of a range of approaches for articulating the value of insurance from a specialty carrier.
We conducted regional focus groups in New York City, Chicago, and Seattle in March 2017 with more than fifty high net worth prospects currently insured by a standard carrier. During each session, prospects reacted to messages with Instant Response dial technology on a moment-to-moment basis. As they heard messages being played on a TV, they used a dial with a rating of 0-100 to continuously rate each message based on their gut feelings. Then, group discussion teased out the reasoning behind their reactions and helped us understand why they reacted the way they did to particular words, phrases, and ideas. Participants also filled out written exercises asking them to compare messages and choose language that was most resonant to them.
We took all we learned in the focus groups to create optimized messages that were tested further in a nationwide survey in April 2017 (n=800, MoE 3.46% at 95% confidence).
So instead of
"affluent" or "high net worth"
So instead of
have a Maserati
or a Picasso…"
have a Mercedes
or custom cabinetry…"
So instead of
"Make sure your
policy is written
"You deserve someone
who will treat you
with empathy and compassion"
So instead of emphasizing “risk”
So instead of
“Other agents aren't free to recommend what they think is best”
“I will tailor a comprehensive plan that prioritizes your needs, and I can advocate on your behalf”
So instead of
“Ordinary insurers may substitute inferior quality for your home's most distinctive features”
“With us, you'll never have to substitute inferior quality for your home's most distinctive features”
Chubb is actively investing in ways to help our independent agents and brokers grow their business. Join Annmaire Camp, EVP Personal Risk Services and maslanksy + partners for a 45 minute session as we uncover key insights from our language research and discuss how Chubb is investing in you.
Want to really nerd-out? Check out these brainy
articles on cognitive biases and decision making.
At Chubb, we are always looking for ways to improve the experience of our clients, give them more than they expected, and delight them at every transaction. The language study we conducted has also helped us to put our value proposition into words, reflecting what makes us special and what it means to be a Chubb client. This language has been tested thoroughly and will help you articulate our value proposition to your prospective clients and business partners. Simply put, it helps us say, “This is the kind of experience you get when you come to Chubb.”
Historically Chubb has been marketed as
We have the opportunity to connect emotionally if we adapt our language.
While agents and brokers recognize that Chubb is a superior carrier that provides better coverage, target prospects were most impressed with proof points of how an experience with you, partnering with Chubb, would make them feel.
Agents and brokers are vital to Chubb’s success. To help you grow faster and more efficiently, we’ve created resource centers, tools, and programming you can use, and are actively investing in research and partnering with industry experts to share with you the best ways to understand and work with successful families and individuals.