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Marketing and Finance (MAF) Podcast


Jan 13, 2015

MPAF27 – Esther Dijkstra on Scottish Widows Protection and Improving Customer Engagement

Scottish Widows must be one of the most iconic brands in UK financial services. And after almost a ten-year absence they are about to launch back into the adviser protection space.

My guest today is heading up that relaunch. Whilst she isn’t going to tell you all the secrets of the new proposition she does drop some tantalising hints.

Esther is passionate about customer engagement and share her views on what we as an industry need to do to improve that engagement.

Hear Esther talk about the importance of using emotions rather than statistics to empathise with customers. Listen how looking at completely different propositions, in this case Spotify, can give you a different perspective on customer engagement.

That’s all right here in episode 27 of the Marketing Protection and Finance Podcast.

Who is Esther Dijkstra?

After many business leadership and marketing roles at Legal and General, where she led the readiness team for RDR, Esther is now Head of Protection at Scottish Widows. She’s leading the brand’s relaunch back into the adviser protection market.

Outside work Esther regularly rides the Queen’s Horses.

Links and Show Notes.

For links to the books and apps mentioned by Esther, please visit http://rogeredwards.co.uk/mpaf for the show notes.

What is the Marketing Finance and Protection (MPAF) Podcast?

This is the Podcast for providers and advisers looking to share business ideas and inspiration in the world of protection and finance.

The MPAF Podcast is a 30 minute audio show you download from http://rogeredwards.co.uk/mpaf, iTunes or Stitcher Radio. Each week I’ll be interviewing financial services providers, advisers, experts and journalists.

Interviews to listen to in the car, on the train or on the treadmill.

I’ll be asking what we can do to make protection and finance more accessible to the consumer. We’ll talk about:

             Marketing, communications and propositions.

             Financial and protection products

             Interesting business models and campaigns

as well discussing how advisers can promote their own businesses using modern content and social media methods.

My aim is to make sure that you will get one or two big business ideas that you can apply to your own business.  Whether it is a sales idea, advice idea, product tweak or simply an app that is worth looking at.

I’m your host, Roger Edwards. A Marketer for 25 years, ex-MD of Bright Grey and Scottish Provident, content and social media champion, I’m now in business to help your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Would you be interested in appearing on the MPAF Podcast? Are you working on a new proposition, campaign or a business model you want to talk about? Do you fancy drawing out some inspirational business and marketing ideas that MPAF listeners can take away to use in their own businesses. Do please contact me if you want to get involved. http://rogeredwards.co.uk