Insights that changed an IndustryFinding differentiators ICG
ICG helped to identify which new policy offering would be a point of differentiation strong enough to cause consumers to switch auto insurer and build brand loyalty.
The Result
The core emotional “Need to feel Cared for” was identified by ICG researchers and led to the strategic recommendation for Allstate to offer “Accident Forgiveness” as a way to demonstrate care, concern and understanding to those they insured, not just talk about it in advertising. A decade later, consumers are still enthusiastic about accident forgiveness as a policy option and Allstate attributes this work to driving significant incremental growth and leading the way to adopt a more customer-centric model throughout their organization and creating a seismic shift in the insurance industry.
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