Embed Size (px)
Citation preview
Driving Use Of Mobile Insurance:
Best Practices
Fred Giron, Research Director
June 11, 2014
© 2014 Forrester Research, Inc. Reproduction Prohibited 2
Take-up of mobile insurance in the US is increasing but still below potential
“Which of the following insurance activities have you done on your mobile
phone (using a mobile application, mobile browser, or SMS/text) in the past three
months?”
© 2014 Forrester Research, Inc. Reproduction Prohibited 3
Base: 7,618 US online adults (18+) who have insurance and also use a mobile phone; Source: North American
Technographics® Financial Services Online Benchmark Recontact Survey, 2013
Take-up of mobile insurance in China is below potential
“Which of the following insurance activities have you done on your mobile
phone (using a mobile application, mobile browser, or SMS/text) in the past three
months?”
To create mobile sites and apps that
customers and agents will use, firms
must make mobile insurance an ongoing
effort.
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
›Avoid the common pitfalls.
› Start with the users’ needs.
›Make mobile insurance helpful, easy, and enjoyable.
›Promote mobile insurance.
© 2014 Forrester Research, Inc. Reproduction Prohibited 6
Agenda
›Avoid the common pitfalls.
› Start with the users’ needs.
›Make mobile insurance helpful, easy, and enjoyable.
›Promote mobile insurance.
© 2014 Forrester Research, Inc. Reproduction Prohibited 7
Common pitfalls in mobile insurance
› Rushing the process of developing mobile
services
› Failure to integrate mobile into key business
processes
› Treating the mobile app or site as one-off project
› Developing a standard solution across all markets
› Making the mobile service too cumbersome to use
› Failure to inform and educate customers and
agents
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
How to avoid them? Break down the process into three distinct parts
Source: December 20, 2013 “Follow Best Practices To Encourage Mobile Insurance Use” Forrester report.
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
Agenda
›Avoid the common pitfalls.
› Start with the users’ needs.
›Make mobile insurance helpful, easy, and enjoyable.
›Promote mobile insurance.
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Understanding customers’ and agents’ needs
Users’ needs
Analytics
Ethno-graphy
Surveys
Personas
Customer journey
mapping
Open innovation
© 2014 Forrester Research, Inc. Reproduction Prohibited 11
Good practice: Allianz Turkey drew on complaints, call center communications, and agent feedback
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Good practice: Allianz implemented an open innovation strategy
Allianz UK uses Nosco’s
app to elicit and vote on
innovation ideas from its
employees.
Allianz founded a subsidiary called
Allianz Digital Accelerator in July 2013.
The Accelerator has organized
competitions (“Evolve Insurance
Awards”) and a campaign called Allianz
Digital Labs to harness innovative ideas
from outsiders.
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Agenda
›Avoid the common pitfalls.
› Start with users’ needs.
›Make mobile insurance helpful, easy, and enjoyable.
›Promote mobile insurance.
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Offer mobile insurance that meets needs and is easy and enjoyable
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
Use mobile features to address customers’ and agents’ unmet needs
Context
Simplicity
Immediacy
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Good practice: Axa’s Switch app features location-based offers
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Good practice: Geico’s app serves as a helpful personal assistant
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Make your mobile app or site easy to use
Te
stin
g, te
stin
g,
and m
ore
testin
g
Usability tests
Beta versions
Experiment in smaller markets
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Good practice: Insurers like Groupama and Progressive test apps and sites with their employees
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
Good practice: Aviva UK incentivizes its customers to test early app versions
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Making mobile insurance experiences enjoyable
Use mobile offering to change your model of customer
engagement.
“Borrowed relevance”
“Borrowed
relevance”Gamification PersonalizationVideos
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Good practice: BNP Paribas Cardif Italy helps protect customers’ homes
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
Good practice: Aetna’s CarePass lets users set and track personal goals
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
Agenda
›Avoid the common pitfalls.
› Start with users’ needs.
›Make mobile insurance helpful, easy, and enjoyable.
›Promote mobile insurance.
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
Provide help and information about mobile services to customers and agents
› Provide help, FAQs, and app tutorials on your
website.
› Train your call center staff to answer questions
related to the mobile app.
› Introduce customers and agents to mobile
services during their onboarding.
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
Next steps
1. Conduct thorough and systematic research
into customer and agent needs.
2. Cover the basics first, like claim tracking or
sending documents through mobile.
3. Test profusely to identify problems.
4. Continuously optimize to reach mobile
maturity.
5. Promote mobile insurance benefits through
ongoing marketing; provide education and
help to mobile users.
Thank you
Fred Giron
Twitter: @fredgiron
Blog:
http://blogs.forrester.com/fred
_giron
