Customer expectations in the marketplace are changing, yet most companies continue to insist on a one-size-fits-all approach to insurance. Allstate’s customer segmentation research revealed clear preferences among consumers for advice and choice, as well as their brand sensitivity. We created distinct customer segments, served by distinct brands, to best deliver tailored value propositions. We are the only insurance company capable of serving all four segments. As competitors try to dictate terms to consumers, our strategy emphasizes choice and value. This unique approach to serving customers will lead our drive to profitable growth.
Encompass products are sold through independent agencies that serve brand-neutral customers who prefer personal service and support from an independent agent.
Answer Financial, an independent personal lines insurance agency serves self-directed, brand-neutral consumers who want a choice between insurance carriers.
Allstate brand products are sold primarily through Allstate exclusive agencies and serve brand-sensitive customers who prefer local personal advice and service.
Esurance brand prodcuts are sold directly to self directed, brand-sensitive consumers online and through call centers.
The Allstate Brand
For the Allstate brand, we focus on targeted marketing, product innovation, broad distribution and pricing to serve customers who value our brand and customer service. Our marketing program focuses on the importance of a local agent, value, and products and services that meet customer needs. We differentiate ourselves from competitors by offering a comprehensive range of innovative product options and features as well as product customization, including Allstate Your Choice Auto® with options such as accident forgiveness, safe driving deductible rewards and a safe driving bonus.
The Encompass Brand
Our strategy for the Encompass brand is to appeal to customers with broad personal lines coverage needs and that value an independent agent. We are enhancing our premier package policy to enable customers to conveniently consolidate their coverage into one policy, with one bill, one premium and one renewal date.
The Esurance Brand
Esurance – now an Allstate company – focuses on self-directed and web-savvy customers. In 2012, Esurance plans to broaden its product offering and increase its preferred driver mix, while raising its advertising investment and marketing effectiveness to support growth. Esurance also is enhancing its technology and website to improve its hassle-free purchase and claims experience.