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Mobile-first design and analytics for insurance companies.

September 21, 2021 By: Christine Tran

Insurance companies are in the process of digitizing the end-to-end customer journey. In today’s digital-first world, that means delivering a standout user experience across all digital channels, but especially on native mobile apps. 

For GEICO, the second largest auto insurer in the United States, a key to digital success is meeting customer expectations on their native mobile application. 

Pete Meoli, GEICO’s Mobile & Digital Experience Director, says that insurance companies must start by ensuring that their mobile app is functional, reliable, usable, consistent, and simple. Once insurers nail down the basics, they can then bring the experience to the next level, which means making it delightful.

“Each time a customer interacts digitally with us,” Meoli explained, “we want to build upon the relationship we have with them.” 

Insurance is complicated. Using your mobile app shouldn’t be

New insurtech companies like Lemonade have a digital-first advantage, but traditional insurance companies have extensive product suites and long-last customer relationships. 

The challenge? Building and bolstering those relationships with your mobile application.

The vast majority of policyholders begin their journey on mobile apps, as opposed to desktop devices or web browsers. This means that the mobile app is the first impression most consumers will have of your brand.

GEICO, for instance, delivers a standout mobile native app experience by putting the customer first. Their digital team focuses on 4 key components:

  • Personalization. Services and offers are tailored to each individual policyholder so you know exactly what you are getting.
  • Accessible Digital ID Card. If you’re broken down on the side of the road or stuck in line at the DMV, you want to be able to effortlessly access your insurance information.
  • Policy Control. Consumers should feel in control over their experience.
  • Payment. Making a payment to an insurer should be just as easy as making a purchase on Amazon’s mobile app. 

With just two taps and a swipe, GEICO can provide roadside assistance from their mobile app. This allows customers to receive help sooner, while also reducing call center volume and costs. The mobile app also allows customers to track, not just claims, but the repair of the vehicle. 

Optimize self-service journeys.

Many insurers have made the mistake of viewing their mobile app as a supplement to their desktop website. This is a major mistake. 

Everything that your customers can do on the website, they must be able to accomplish on the mobile app. Except using your mobile app should be simpler, easier, and faster. 

Insurers need to do their best to shorten the distance from customer intent to action. If your customer wants to file a claim, they should be able to accomplish this with as few clicks as possible–and without having to switch devices. 

Most people don’t interact with their insurers on a daily basis, so that means your customers must be able to navigate the mobile app experience during a stressful, unfortunate event, such as a car accident.

Learning from customer behavior.

GEICO builds a mobile app that meets its customers’ needs by understanding their behaviors. Their digital team continuously experiments, learns, and ideates. This allows them to bring new ideas to market quickly. 

For GEICO, learning what the customer needs is more than just asking them to fill out in-app survey forms. “As my good friends Quantum Metric have taught me,” Meoli said, “being able to easily quantify the customer experience translates quickly into actionable actions.”  

For insurers, this means developing a deeper understanding of channel-specific behaviors, such as how people interact with certain features and elements that block conversions. 

Why other insurers are partnering with Quantum Metric.

Insurers know that they need to improve their digital customer experience. They want to improve customer acquisition and retention, reduce call center costs, and cross-sell. The challenge is how. 

With Quantum Metric, insurers are able to quickly detect, quantify, and prioritize friction in key customer journeys, like Request a Quote, Submit a Claim, first-time registration, or bill pay. This means leaning on tools such as high fidelity session replay, anomaly detection, and other analytics to isolate the customer issues with the highest business impact so they can more quickly quantify and prioritize issues that matter to customers. 

Here’s a look at how insurance teams across the enterprise benefit from Quantum Metric.

Digital teams.

Digital teams at insurance companies use Quantum Metric to better understand why customers are falling out of important customer flows, as well as how much each friction point is costing the business.

With the Quantum Metric platform, digital teams can make sure that flows for request a claim, log-ins, payments, and claims are optimized for funnel completion. 

IT teams.

For technical teams, Quantum Metric helps surface a wide range of technical issues, including API failures, outages, and more. 

Once the error is identified, the platform enables teams to understand how the error impacted the customer experience, as well as its impact on conversion rates. This gives technology teams important insight to prioritize by business and customer impact, and communicate this back to the business.

CX teams.

Customers usually abandon workflows and call in when they hit a friction point. 

With Quantum Metric, your team can more readily identify 1) where customers abandoned the workflow 2) what caused the problem 3) how many users were impacted by a similar issue and 4) how much each friction point is costing your business.

Contact center teams.

Optimizing self-service flows can significantly reduce in-bound calls to a contact center. For customers that do call in, Quantum Metric makes it easier for agents to engage struggling customers in real time with an embedded session replay integration into Salesforce Service Cloud.

Marketing teams.

Insurers battle every day for new customers in a highly competitive market. Marketing teams need to not only justify budgets and make the most of every CTR. With Quantum Metric, insurers can augment attribution and performance data in Adobe or Google Analytics, with deeper insight into why customers didn’t convert, and escalate quick fixes to product or IT.

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