From data to sustainable growth: OHRA's mobility approach

More than data: understanding what really moves customers

The mobility market is in a state of flux: from ownership to use, from fossil to electric and from standard to personalized. For insurers, this presents both opportunities and challenges: how do you respond to changing preferences while also managing for growth, customer retention and social relevance? For OHRA, this meant doing more with customer insight. Not just knowing who their customers are, but understanding why they make choices and how you as an insurer can become more relevant to different customer groups.

From persona to growth accelerator

Together with OHRA, we deepened previously developed data-driven personas with one central goal: to better align propositions, communication and service around mobility insurance with the customer's world. To this end, we combined internal customer data with external lifestyle information (such as modality use) and qualitative in-depth interviews. This unique approach provided insight into:

• Which forms of mobility are used per persona.
  
  
• What really affects customers when it comes to insurance.
  
  
• Where personalization makes the difference in communication, service and propositions.