Traditionally, MAAF’s positioning has focused on ‘price value’. However, in a fiercely competitive market, providing the best price has become a challenge.
The growth of digital communication has impacted this further, giving customers better access to price comparison sites, reviews and product information, which has disrupted MAAF’s close customer relationships.
Since launching its Vision Critical Insight Community in 2013, MAAF has been able to better integrate its customers into the business through regular, in-depth surveys and discussions.
By using a community of customers for ongoing and meaningful insight, MAAF gives its clients the opportunity to share positive and negative experiences.