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Vice President, Brand Development and Customer Experience, Intact Insurance
(Not pictured)Sylvain MarcouxDirector, Product Marketing for Quebec regionIntact Insurance
Though mobile is becoming more influential, TV still reigns supreme as the channel through which marketers can best reach French Canadian consumers in Quebec. eMarketer’s Sean Creamer spoke with Robin Monniere, vice president of brand development and customer experience at Canada’s Intact Insurance, and Sylvain Marcoux, the company’s director of product marketing for the Quebec region, about why TV is so efficient and how the channel is changing.
eMarketer: Considering the ubiquity of insurance providers in Canada, how does Intact Insurance differentiate itself?
Robin Monniere: When you try to differentiate yourself from a product or price point of view, it’s easy to copy others. You have to differentiate yourself in the experience you deliver to the customer, which can be done at multiple levels. There’s the human interactions you have with customers, but it’s also accomplished through the types of features or tools you provide.
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