How to ensure 'added value services' truly add value

At a recent round table discussion on the future of added value services, several important questions were raised: Why do we offer value add services to our customers? Are the take up, usage and results tangible? What challenges face insurers and advisers in relation to added value services? What do customers really want from them? And is 'added value' the best and most appropriate description we can come up with? A recurring theme throughout the debate, especially from adviser firms, was around the need to add value but also to keep it simple. Health benefits "I would love to s...