Winning content: three tips to connect with customers

Copy designing 

As the first of three in my ‘Winning content’ series, I’d like to share my top three tips to connect with customers.

Making insurance human through content

How much time do you want to invest in renewing your car insurance?  The minimum right?  If any at all. 

What about your pet insurance?  A little more I expect.  In fact you’ll probably even do some research, just to find out what happens if your family’s four-legged friend develops a long-term illness. Or maybe your cat’s getting a bit older now and you’re worried that insurance won’t cover him.

As insurers of course we’d love our customers to have the same emotional connection with cars and homes as they have with their pets.  But the reality is that when insurance is a necessity rather than a choice, it becomes a bit of a grudge purchase.

1. Emotionally connect

Content is a great way to help customers think more emotionally about their things.  It’s also a great way to bring out the more human side of insurance.

Think for a moment about your first car.  What car was it?  How did you feel the first time you were allowed to drive away from home without another adult in the car!  Freedom!

Think about how convenient your car is now.  Perhaps you take the kids to school each day or drive them around like a taxi all weekend.  How would you feel if suddenly your car was damaged by another driver and you didn’t have it for a few days?  Is it stressing you out just thinking about that?

To write content that resonates with our customers we need to understand them, and what motivates them.  Our content teams need to work with the insight team to know our target audience inside out, so they can find that emotional hook.

collaboration_day-24

2. Remove the language barrier

When you do finally get around to getting your insurance sorted, you’ll feel overwhelmed by the amount of information thrown at you online, and probably default to the one easy thing to compare across the different brands;  price.

In the essence of transparency, insurance companies have become very good at providing information to customers to help them make purchase decisions.

What’s the problem with this? 

The problem is that we often provide a lot of technical information that’s written by underwriters, with a lot of caveat wording around it.

Here at RSA we strive towards stamping out the jargon, and using customer-friendly language.  We work closely with our underwriting and compliance teams to help make complicated language easy. 

Do you remember being at school and not wanting to put your hand up to ask a question if you didn’t understand something?   You felt like that you should understand it.  I did this myself.  Instead of asking I just made some assumptions.  I’ve seen this mentality in user testing web journeys.  The problem with using tricky language is not only one of effort (if you have to read something several times to comprehend it, it becomes very tedious) but it creates risk.  If a customer assumes they know what you mean, but they actually don’t, they could end up under-insured, have a claim declined, and lose faith in insurance.

As well as simple language, we take some tips from GDS and follow principles such as short sentence lengths, and write for a low reading age, as the average in the UK is eleven.

We also believe in speaking to our customers in the way they would speak.  It’s easier to have a conversation with someone if they speak  in a language you understand!

3. Understand the context

The chances are your web copy is not the first contact your customer will have had with your brand.  Whatever their journey – inwards and onwards – you need to understand this.

My content team works closely with other areas of the business – operations, marketing, claims, and customer documentation to understand the entire customer experience, not just the web part of the journey.

We work to ensure consistency of message, not only from a brand and marketing point of view, but from a technical point of view as well.   If our customer letters don’t explain to a customer how to log into their online account correctly, that presents a problem for us, so things like this are crucial to get right.


In my next chapter, I’ll talk more about how our content team here at RSA Digital make sure our content is useful for customers.

If you’re interested in working in content here at RSA Digital, why not get in touch.