Close the loop on a policyholders’ journey; give them a tool that guides them through their coverage, the services included, and why your organization can help them manage other risks in their lives.
Over the past five years, the focus for most insurance providers has been on front end UX experience in quote engines and claims portals, or developing data management systems. Claims portals and quote engines are the most sophisticated they’ve ever been, rivaling other well designed UX flows.
However, a new trend is emerging. You may have experienced it already when you last purchased an airline ticket or hotel stay. It’s called embedded insurance.
Embedded insurance moves the purchasing journey of insurance products away from the quote engines and well-designed websites that carriers have been developing over the past five years. Instead, embedded insurance places products at the point of purchase on a partner's site.
Why is this change so significant? Because the most important part of the customers’ journey is now at the end, not the beginning.
Why is this a problem for most carriers? Currently, most fulfillment experiences are similar to the one shown below.
Yea... not ideal. That email feels more like a terms of service agreement than an exciting take-away for the customer.
We don't mean to pile on, but...
How is the customer going to remember your brand? Yes, we removed all mentions of the insurance company providing this policy. However, we didn't remove any images - because there was none! If you want customers to feel positively about their insurance purchase, you at least need clients to remember you. That must be done with memorable branding and accompanying visuals. A plain-text email is a far cry from the UX standards customers expect today.
How is the customer going to find the policy? Since we already established they're not remembering your brand name, how will they find their policy details in their email? They're not searching based on the company name! Those with active inboxes (after this year's Black Friday, let's be real: that's all of us) will quickly lose sight of this email and all policy details, as well as all the resources they need to utilize their coverage. Have you seen the reviews for insurance companies already? A document like this certainly doesn’t help.
How does a document like this win repeat customers? Plain and simple: it won’t. With an unmemorable policy hidden away in the customer's cluttered inbox, customers are likely to spend very little time exploring all the ways your group may be able to help them, and are unlikely to reference you next time they’re purchasing a policy.
So that's a picture of the current fulfillment package offered today for embedded insurance products. Clearly, it’s missing a big opportunity to exceed expectations and delight customers with a new experience that becomes memorable and helpful.
The good news is our team at Aerogami has been working on this problem with our carrier partners for years. We’ve built a solution that turns fulfillment documents into an opportunity for a memorable customer experience.
Using Aerogami’s DigiDoc, insurance companies create a mobile experience that engages and impresses customers, whether that process starts on the carrier’s site or a partner’s site.
Take a look at our example below to see DigiDoc in action. Much better than the plain text email you saw earlier, right?
Now that right there is what every insurance policy should look like in 2023. Let's break it down.
That policy is accessible! The insurance provider capitalizes on the customer's captive attention at the point of purchase by allowing them to download their policy details instantly. Once those details are downloaded, they're accessible via an app icon on the customer's smartphone. Anytime the customer is scrolling through their phone, they're reminded of their travel insurance policy, even after their trip ends. This policy also becomes searchable on the device, so anytime the customer types your name in their phone, your policy appears.
That's a great customer experience! The visually-engaging DigiDoc helps customers understand the resources made available to them by their insurer. Now, customers have an easier time identifying the resource they need to utilize when they need help.
That brand is memorable! Remember how the other example didn’t even have an image included? That’s certainly not the case here; the brand is front and center to the user experience. Now, even if customers purchase coverage from a third party site, there will be no doubt what company is providing the coverage, thus creating more opportunities down the road.
A complete and tailored customer experience is one of the most demanded requests from customers today. For insurance companies to truly stand out in this next generation of products, a renewed focus on a forgotten part of the customer's journey may hold the greatest opportunity for gains.