How a leading financial services company harnessed the power of media intelligence to achieve customer centricity
Ohio National Financial Services is a leading financial services company based in Cincinnati, Ohio. The company is committed to helping individuals, groups and businesses meet their financial goals by providing the best value in insurance protection and wealth accumulation options.
In today’s highly competitive financial services industry, Ohio National knew that differentiating its brand required a customer-centric mindset. With over 50,000 representatives, in 47 states, Ohio National Financial Services needed an efficient way to analyze important conversations in order to support and satisfy their customers’ needs. For Ohio National, this means differentiating on service and enhancing the customer experience across channels. As such, knowing public sentiment, customer conversation or an impending crisis quickly — across all media channels — was a primary requirement for aligning with these marketplace needs and quickly resolving PR issues.
The Ohio National Financial Services team leveraged the Zignal Enterprise Solution, to focus on key competitors, marketplace trends and customer requirements. Based upon these synthesized industry conversations and customer feedback, Ohio National uses this media intelligence for promotional opportunities, possible remediation issues and competitor research.
“On a day to day basis, [Zignal Labs] really helps to show where our keywords are mentioned. Sometimes we find out about mentions or news even before our Management team does” – Carrie Stigler, Director of Digital Marketing
The word cloud below visually helps Ohio National spot trends, generate product feedback, counter a potential crisis and understand relevant customer conversations — all in realtime.
Zignal’s Top Issues capability has also been an instrumental for Ohio’s team, empowering them to identify and pinpoint key trends and conversations in the marketplace. From a centralized dashboard, they can understand and synthesize important topics (small business, universal life insurance, term life insurance, etc) discussed by competitors and customers..
A Higher Form of Intelligence in a Competitive Marketplace
The rise of the digital- and mobile-connected consumer has contributed to a big shift in consumer behaviors. Consumers — when evaluating retail banking, wealth management programs or life insurance policies — are more connected, informed, empowered and demanding. As a result, Ohio National is leveraging the tremendous power of media intelligence to remain competitive and align with the dynamic needs of its customer base.
Ohio National Financial Services:
Tracing its corporate origins to 1909, Ohio National markets a variety of insurance and financial products through more than 50,000 representatives in 49 states (all except New York), the District of Columbia, Puerto Rico and through affiliated operations in South America. Additional subsidiaries operate in New York and Connecticut. As of December 31, 2015, its affiliated companies have $40.2 billion total assets under management. Products are issued by The Ohio National Life Insurance Company and Ohio National Life Assurance Corporation. Ohio National is proud to be named a “Top Workplace” in Cincinnati for seven consecutive years by Enquirer Media (June 2010-2016) and employs more than 1,300 associates. Visit www.ohionational.com for more information.