In today’s digital age, policyholders expect a seamless and efficient experience when managing their auto insurance policy. Users also expect to be able to manage all aspects of their policy on web and mobile. To meet these expectations, auto insurers must curate well-designed platforms with a full range of self-service management options and user-friendly tools that empower policyholders to take control of their coverage.
In a recent report, CI’s P&C Insurance Monitor analyzed the driver and vehicle management options offered by 16 leading insurers on their policyholder sites and mobile apps. Our research team evaluated the self-service transactions for availability, discoverability, and ease of use, while considering factors like site navigation, design interface, help resources and unique capabilities. Findings from this research revealed a disconnect between user expectations and current practices.
How can insurers close this gap? Here are three recommendations for improving online self-service transactions:
Prepare and Orient Users with Transaction Overviews and Progress Meters
Insurers can implement several key practices to guide users through online self-service transactions.
- Outline clear expectations from the outset; this includes offering clear instructions and highlighting any required documents upfront, especially for adding vehicles where the VIN is crucial.
- Set realistic timeframes by providing estimated completion times for various transactions, helping users manage their time effectively.
- Implement progress meters to visually inform users of their current stage in the process and allow revisiting previous steps for confirmation.
While over half (58%) of our coverage group’s insurers offer instructions and required documents for transactions, less than a quarter (21%) provide estimated completion times. This lack of transparency can lead to user frustration. Allstate stands out with its comprehensive transaction overview and progress meter, while State Farm excels at proactively informing users of agent-required approval steps.
Empower Policyholders with Save and Review Functionality
Insurers need to keep in mind that some policyholders are simply quoting an insured vehicle/driver adjustment. A step in the process that allows users to review a summary of all changes and potential price adjustments before finalizing updates is therefore critical. This crucial safety net ensures policyholders understand the impact of their actions before finalizing modifications. Another strategy insurers can employ is offering “save and resume” options to minimize task abandonment and user frustration.
Deliver Complementary Transaction Offerings Across Platforms
Most insurers offer a similar suite of driver and vehicle change options across desktop and mobile platforms. However, some present disjointed user experiences, where mobile and desktop capabilities differ or the respective designs are inconsistent.
For a seamless self-service experience across devices, auto insurers should:
- Provide consistent design and functionality across both desktop and mobile app platforms, ensuring users encounter the same transaction options, capabilities, and design interfaces regardless of their chosen platform
- Optimize mobile app design for smaller screens and touch interfaces enhances usability for users on the go
- Prioritize platform parity, avoiding redirects from the mobile app to the website for features not available on the app
Allstate, Amica, and Liberty Mutual excel all three areas.
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E Yeon Chang
E Yeon Chang is an Analyst on CI's insurance team.