After the early move of media apps and banking into the mobile arena, the insurance industry is developing mobile technology as one of their key communication and service channels towards their customer. In the coming two months, Service2Media will present you a series of stories, opinion, cases, whitepapers, interviews and webinars to sketch our view about apps and app strategy.
In this first article in a series of ten, you will read about how consumers’ behaviour is changing as a result of mobile technology and how apps can have a position in the improvement of the service offering of your company.
The way people use apps on their mobile device is evolving quickly. From a technology oriented high tech device, the mobile phone has grown to be a powerful swiss army knife in the pocket or purse of the people, often taking the role of their connection point and digital hub into their life.
In the communication between the company and the customer, habits are evolving quickly as well. More and more, people show a preference for a ‘mobile first’ approach when communicating to a company; they choose mobile as their primary communication channel of choice. Users expect apps to give direct access to company services wherever and whenever they wish, and just as important, keep quiet when they are not needed. They increasingly expect to manage these services themselves via their devices, scaling them up or down according to their needs. They request personal, tailored and contextual recommendations from the companies they choose to do business with.
Adapting to these changing habits will raise excellent opportunities for companies to increase customer engagement. This evolution in mobile habits is driving the vision for mobile evolution and app strategy today.
Apps for insurance
Besides this general evolution of mobile use, the insurance business has specific properties that have a natural fit with ‘mobile first’ apps. This natural fit has several causes:
- First, the insurance business is built on a large set of complex internal processes. Most of these are available as digital, automated processes operating inside the insurer. Insurances therefore have an almost fully digital product. As a result of this, much of the insurance business data is available in digital form and therefore can be made available to other digital systems easily. Including to mobile devices.
- Second, insurance processes have such a nature that parts of these processes can be exposed naturally in a task oriented way. This means that for many customer journeys and use cases, just the relevant portion of the process can exposed via an app in a fast and simple way.This means that besides the usual efficiency improvements involved in process automation, mobile apps can lead to more customer involvement and engagement because they are of real use and value for the customer. This combination makes the use of mobile technology of particular interest for the insurance industry.
Next week we elaborate on app development strategy and procedures. Should an insurance company set up their own app development center?
Besides our side of the story, we are very interested in your thoughts as well. We would love to learn your vision, remarks, comments on what we say and start a dialog or a discussion with you about this subject. Feel free to contact any of us at any time, or just click here.