Zurich's Parker talks to customers, lets them talk back

11/11/2011 | BtoB Magazine

Midsize business insurance customers demand fast claim service, expert underwriters and lots of hand-holding communications, says John Parker, CMO of Zurich North America Commercial, in an interview. Research of Zurich's customers reveals a counterintuitive desire to get advice from the insurer regarding potential hazards, instead of only hearing from the company when they're filing a claim. The company's current campaign uses real customers because "we're not trying to assert that this is something that we'd like to be; rather, we want to illustrate that we already are this," Parker says.

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