In the past two years, P&C Insurance Monitor firms have steadily added more features to their mobile apps to allow clients to access content quickly and easily. Instead of requiring clients to launch the app, firms now offer quick menus outside of the app to provide assistance or to expedite access to key information or functions within the app. Firms are designing more intuitive menus, creating a seamless on-the-go customer experience. In this report, we evaluate the quick menus and assistance features that property and casualty insurance providers offer outside of the mobile app, such as 3D touch menus, widgets and voice-activation, to bolster usability and the mobile customer experience.
Ten firms in our coverage set offer some sort of navigation or voice-assistance feature on an Apple or Android device. Most of these firms (60%) support 3D Touch functionality on the iPhone 6s or later, enabling clients to complete tasks and view information seamlessly from outside the app. The quick action menus typically contain links to an app’s important functionalities, such as making a payment, viewing ID cards and getting roadside assistance. Widgets provide another access point to preview account information and quickly land on key areas within the app; firms are split, with 30% offering an iPhone widget, 30% Android, and 30% a mixture of operating systems and devices. Half of firms utilize voice-assistance services with Google Home and Amazon Echo connected devices. The Google Home and Amazon Alexa skills are limited in voice-activated capabilities but are still impressive strides to create a more well-rounded, hands-free mobile experience. Thirty percent of firms let all public consumers use the Alexa skill to learn about insurance products and coverages, while 20% make the skills more prospect-focused by offering quote and agent locator capabilities. One firm provides a client-exclusive skill that shares billing and agent information. We expect firms to shift efforts in building out a robust voice-assistance function as more consumers integrate these connected devices within their everyday lives.