Systems such as Google Analytics and Adobe Analytics are relatively static in terms of reports and functionality. The primary trend here is using softer measures to get customer feedback. Another trend here is the adoption of dashboard reporting and analysis systems. Systems to gather unstructured feedback from customers are also increasing in popularity with larger brands. The company launched the PRU for You (PFY) community in July 2016 to allow more significant engagement with customers and to give them a voice in developing new products and services. PFY was instrumental in structuring these products by identifying customer interest in eliminating “nice to have” benefits, leading to more affordable prices for everyone. Community feedback also showed that simplified health questionnaires made it easier for customers to purchase the products.
Analytics and reporting
