In this episode, Kathryn sits down with Tiffany Grinstead, VP of Personal Lines Marketing at Nationwide. Tiffany provides insights into innovative ways Nationwide is using data to improve customer experience and prevent losses and shares a behind the scenes look at their first-party, third-party, and zero-party data. She also talks about  how to create personalized customer journeys, why balancing data with qualitative research is essential, and dig into Nationwide's innovative weather alert opt-in pilot program.

Guest Quote:

“That message at the right time is really important. And, you know, that's where your data has to also kind of be melded. And I love the alchemy piece of it, right? With your market research…And to some extent, you can look at the data and it'll give you a certain amount of information, where they are in your journey, what might interest them, what they respond best to. And the more you sort of store those things and then use them for the next time, the better the experience becomes for the person. But it doesn't actually end up negating the need to do really good and smart research to understand what the options are in messaging for different kinds of people. And to be able to then use technology to amplify those in different ways that feel tailored more to the one to one.”

Episode Breakdown: 

[02:23] Alchemy Unveiled: Data and the customer journey

Insightful campaigns require not only data but also critical thinking, A/B testing, and an awareness of qualitative signals, which together help refine messaging and resonate with customers no matter where they are in their journeys.

[12:55] From Nuggets to Campaign Gold: Right message, perfect time

Sometimes, your customers seem to get lost in translation. Well, that’s because they are! Understanding your data and why your customers behave the way they do allows greater insights into programs that actually help them. Take Nationwide’s smart home program and their new pilot program, which notifies customers of severe weather conditions so they can prepare and protect themselves and their belongings at the exact moment it matters.

[19:35] Gold Rush: Be a partner to your customers

Nationwide is evolving beyond its traditional “repair and replace” model to a "protect and prevent" philosophy, actively helping customers safeguard their valuable memories and investments with preventive tools like free in-home monitoring devices for water and fire risks.

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