Warranty: Viral Marketing & the Warranty Industry
What methods do warranty companies use to get feedback about consumers and what they are receptive to in an attempted warranty sale—other than that which is provided by their dealer clients? Does viral marketing play a part—or will it play a larger part in how warranty companies obtain customer information in the future? Here's the weigh-in from a sampling of executives:
Keith Meier, senior vice president & general manager, extended services, Assurant:
We continue to look for more direct feedback in addition to our dealers. We're using online surveys and focus groups. Then we can bring that research back to our clients to create some of the next-generation products and programs.