Celent point of view: digital engagement, there’s something happening here…

(Source: Celent Insurance Blog )

How many times did you check your phone today?  According to the Android app Locket, the average person checks their phone 110 times a day.  So it’s not surprising that building mobile apps continues to be a high priority for insurers.

 

In fact, more than 50% of the North American insurers are making major enhancements to existing mobile apps or building new mobile apps in 2017.

This reflects a shift we’re seeing to a mobile first experience – designing the customer experience for the smallest screen – the smart phone – and progressively adding functionality as the screen gets bigger.  (The reverse approach is starting with the richest experience and taking away functionality as the screen gets smaller).

There is lots of information and training available (even certification programs) about how to design screens and assure the content works in a mobile first experience. But where carriers continue to fall short is the focus on digital engagement.

Digital engagement certainly requires technology to support it – but is not technology.  It’s designing the experience to fit into the broader life of your customer and take advantage of human behaviors to create succinct and engaging online and offline experiences.  This requires many kinds of technologies to deliver – mobile, cloud, data and analytics, esignature, chatbots, advice engines, esignature, social integration,  integrations to back end systems – core and non-core – to name a few.

If you want to see some interesting examples go take a look at Lemonade who has embedded behavioral science into their application to reduce fraud and drive conversion while using data and analytics to underlie the processes allowing straight through processing.  Or take a look at FIGO who has focused on creating digital engagement by understanding where insurance fits in the life of their customer.

How do you get started?  We recommend four areas to look at:

  • The assessment of stakeholders’ needs
  • The emerging technology that can enable the digital engagement
  • Which are the best practices from inside insurance
  • Which are the best practices that come from outside insurance.