Usage-Based Insurance Onboarding: It's All In The Packaging

Ellen Carney

Alright, I admit it.  I'm not necessarily the most loyal insurance customer.  I like mixing things up to test out different experiences, which means that if you're my insurance company, I'm going to talk about you in my job...a lot.  

Back in 2012 when I was writing the US Secure Auto  Insurance Site Rankings report, I changed my car insurance to Progressive (so underwhelmed was I by their predecessor, I can't remember the name of the insurer, just that I got from my agent).  And I not only changed to Progressive, I also switched from a traditional auto policy to the company's usage-based insurance coverage, SnapShot.  

A few days after signing up, I was surprised to get this box in the mail--note the SnapShot logo on the packaging tape (and trust me that there's a Progressive logo on both ends of the box).  Best of all, there was a compelling call to action on the box:  "Plug In Today!"

                                                                    

And inside the shipping container?  This smaller box, about the size of...the box an engagement ring might come in.  Oh my!  I felt like I was about to go with Flo on a Thelma and Louise-like adventure, assuming that we'd be safer drivers than they were, at least when the movie ended. 

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The Age Of The Customer Drives North American Insurers To Take Five Customer Actions In 2014

Ellen Carney

Once upon a time, insurers sat in the power seat when it came to their interactions with policyholders.  The insurers understood the magic behind how insurance was sold, how premiums were calculated, and how claims were adjudicated. Those days are gone. In the Age Of The Customer, consumers are changing the rules and who wield the power. Thanks to all things digital, consumers have shifted from being passive sideliners and are willing — and able — to play more active and demanding roles across the insurance business. That means that digital must now be a core underpinning of an insurer’s customer experience philosophy, not an endpoint.

Just what are the factors propelling North American insurer agendas this year? For starters, it’s about:

  • Booming growth in revenues and profits. 2013 was a very good year for most North American insurers --the best since the financial crisis. Many are sitting on hefty policyholder surpluses and capital.
  • The fallout from HealthCare.gov. Balancing political winds with project management reality heaped more pressure on already stressed health plans, thanks to shifting deadlines, relaxed employer mandates, and zombie health plans. And as a result, trust across the broad healthcare ecosystem was undermined.
  • The risk of emerging insurers to meet the needs of digitally empowered consumers. Consumers are getting being trained to expect even more from their digital interactions. New insurers are coming to market offering new digital experiences that simplify, personalize, empower, and reassure customers.
  • Extreme weather. US and Canadian insurers have shifted to a posture of adaptation, and are looking to arm policyholders with new tools to better protect them from natural hazard risks.
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