When are existing customers treated as well as new ones? I can’t think of many examples. In a world obsessed with acquiring new customers, the loyalty of existing ones often seems like an afterthought. Deals, discounts, and preferential treatment are frequently dangled in front of new customers, while long-standing ones are left wondering where their reward is for sticking around. Why is loyalty so often overlooked, and what can companies do to truly value their existing customers? At Guardian, we believe that existing customers should be treated as well as new ones. Which is why when we came to market in 2018, we did so with our cover upgrade promise. It’s our promise to policyholders that if we improve our critical illness definitions after their policy has started, we’ll give those improved definitions to them as an existing policyholder. This means they can claim on any of the definitions listed in their policy terms and conditions, or any improved definitions we subsequently add. And we’ve just made our biggest cover upgrade yet. Across our adults and children’s critical illness cover, we’ve added 5 new definitions, upgraded 24 existing definitions, made neutral wording changes to 16 definitions and rewritten 3 for greater clarity on when we wouldn’t pay a claim. And even better, we’re giving all these updates to new and existing customers at no extra cost. We recognise that critical illness cover must be both reliable and adaptable. It needs to pay out when expected and keep pace with the ever-evolving landscape of medical science. Which is why we’ve made a couple of key changes to our critical illness cover. For example, under our updated definitions, policyholders undergoing a major organ transplant will still receive a payout even if they receive an artificial organ or an organ from an animal. We know that scientists are employing cutting edge tools and techniques to create artificial organs1, it’s a medical development that’s happening now. And we want to acknowledge the rapid progress in medical technology and make sure our definitions stay relevant now and in the future. By future proofing our critical illness cover we’re offering your clients peace of mind that they won’t be left behind as medical research advances. We’ve also removed our surgery cover definition, which previously offered a partial payout for specific procedures. Instead, we’ve improved those definitions to include a 100% payout on placement Future proofing protection and our biggest cover upgrade yet Laura Mitchell Marketing Manager Guardian 08 SUMMER PROTECT NEWSLETTER
RkJQdWJsaXNoZXIy MjI4MjU4NQ==