Trend 2 GET TO KNOW ME #TECHVISION2019 of executives strongly agree that understanding consumers’ behaviors around technology will 41% be critical for their organization to increase customer loyalty� At first blush, these feel like very different strategies valuable that it has done away with the traditional life new ambiguity and complexity, along with key for customer profiling and improving customer insurance model. Now, the company offers interactive challenges that companies must address. Among experiences—but each is actually a stepping stone to life insurance policies that incorporate clients’ fitness them: recognizing that there are times when the same ultimate goal: the market of one. and health data through wearable devices. John consumers want more technology in their lives, but Hancock’s “Vitality” program policyholders qualify for also times when they do not want it in their lives at all. Savvy businesses are taking their first steps with discounts when they hit certain exercise targets and To successfully establish and maintain ongoing, technology identities to personalize their existing can get personalized premiums and rewards for their intensely individualized relationships with consumers, 13,14 companies must understand that dynamic. In product and service offerings. It’s a smart move; activity. The results speak for themselves: the there is still value to be gained from personalization- average customer with a traditional insurance plan essence, businesses must earn and retain consumers’ driven customer loyalty. But this is just the beginning engages with their life insurance company one to two trust by weighing their needs against the company’s of what is becoming possible today. Leaders can times per year. The new Vitality policyholders engage opportunities—and that will require a non-stop 15 balancing act. push even further to craft new individualized, with John Hancock more than 500 times per year. experiential business models entirely around the technology identities of their customers. Technology is letting businesses maintain ongoing, experience-driven relationships with individual North American life insurance company John consumers in ways that were impossible before. But Hancock has found technology identities to be so with these technology-enabled possibilities comes 34 TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US