Insurance Firms Should Market More to Existing Policy Holders CMO Council Finds

PALO ALTO, CA—Sept. 20, 2010—A new study by the Chief Marketing Officer (CMO) Council has found that many insurance providers are overlooking opportunities to multiply their business with existing customers rather than just focusing on acquiring or poaching new accounts. The report, sponsored by InfoPrint Solutions, reveals that marketers in the insurance space have a tremendous opportunity to increase customer lifetime value by executing data-driven, targeted retention marketing strategies. Yet many feel they must focus on acquisition strategies or servicing the needs of top performing or strategic accounts.