CONNECTING WITH THE CUSTOMER
SUN LIFE FINANCIAL
“ Asia is a massive growth engine for most global businesses now ”
— John Trotter , Head of E-distribution and Fintech , Sun Life Financial Asia
102 dip their toe in and try something more affordable and short term . We ’ re trying to deliver that for them .”
CONNECTING WITH THE CUSTOMER
In addition to getting the product right , it ’ s important to explore different avenues of bringing these products to the customer . “ We ’ re trying to reach that niche of customers who can afford what we ’ re selling , value what we ’ re selling , and who want to get into the protection market at a price point they can afford .” Whilst advertising directly to such a vast landscape of consumers would prove costly , this is one area where e-commerce and telco partnerships have been vital . “ People are interacting anyway , so that gives us a good opportunity to put products in front of people and test what works , what price point and coverage are right for them .”
Across its business lines , Sun Life has been quick to recognise and leverage the benefits of social media marketing across Asia , having garnered over 2.5mn followers on platforms such as Facebook , LinkedIn ,
JULY 2019