Sentiment Analysis: Understanding the Voice of the Public
Historically, Life, Pensions & Investment (LP&I) companies have served their markets predominantly through intermediaries. Whether they are now dealing directly with consumers or continuing to market through agents or banks, existing and prospective customers have been educated through both retail and the media to research and share information about products and providers through social media.
Regulators also require Insurers to take responsibility for the customers of their products, even when purchased through an agent or bank. However, Insurers are almost entirely oblivious to this social media communication about their business and their products.
In this white paper, we explore sentiment analysis as a way to gain insight into the marketing, retention and reputational opportunities and risks which they may be missing today.