Colin Fitzgerald: Be customer obsessed, not competitor obsessed

It used to make sense to rely on competitor benchmarking to inform employee benefit programme design. Understanding where your pay and reward package sat against your competitors helped with recruitment. While this is still useful, it needs to be balanced with insurers and intermediaries helping clients zoom in on the discrete needs of their organisation and their people, especially with wellbeing. The result? New recruits will stick around beyond that initial recruitment promise; not only stick around but thrive. At the same time, ensuring that the wellbeing programme in place is har...