Niche Market Commoditisation The Climb Back

Innovative niche policy

High customer service

levels

High customer loyalty

Low churn rates

High margins / profits

× If price is the differentiator, it

is already a race to the

bottom

× Policies won on price are

lost on price

× Low margins

× Poor customer loyalty

× High churn rates

× Customer service levels drop

× Brands are cheapened

Customer engagement

Differentiation

Added Value

Enhanced brand values

Improved acquisition &

retention

Increased profit

Innovative niche policy

once again

TIME

V

A

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