A home-insurance business is reviewing claims data. Young adults renting their first flat ask mainly for cover for personal possessions, while families owni...
Question 1 Report
A home-insurance business is reviewing claims data. Young adults renting their first flat ask mainly for cover for personal possessions, while families owning houses ask about buildings cover and protection for expensive equipment. The business wants to make its website easier for customers to use.
(a) Identify the life-stage segment represented by young adults renting their first flat. [1]
(b) Which insurance feature should be displayed prominently for families owning houses? [1]
(c) Explain one reason why separate website pages for these segments could improve customer satisfaction. [2]
Answer Details
(a) The life-stage segment is first-time renters, or young adults renting their first flat. [1]
(b) Buildings cover should be displayed prominently for families owning houses, because they have asked about cover for the building itself. [1]
(c) Separate pages allow each group to find information relevant to its needs quickly. This makes the insurance easier to understand and can increase customer satisfaction and the likelihood of purchase. [2]
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