Stand out from the crowd

In the life and health sector, services are often said to be are homogenised, making it difficult for the consumer to differentiate between one service and another. The Association of British Insurers and the FSA have attempted to improve the situation, but distinguishing between different services remains a challenge. A requirement to stand out is relevant to both business-to-business and business-to-consumer services and products. Set against a more challenging economic environment, aggressive competition and increasingly sophisticated customer requirements, the quest to entice a custom...