Back To Basics: How The Most Improved US Auto Insurers Mastered The Mobile Customer Experience

Ellen Carney

The results are in!  Along with my fellow researchers August Du Pont, Mike Chirokas, I  just completed our yearly review of the mobile features offered by leading US auto insurers.[i]   In our fourth year of assessing these essential portable features, these 13 auto insurers achieved an impressive average score of 75 out of 100, seven points higher than our 2015 benchmark, even as we raised the bar in terms of our expected performance of these mobile auto insurance features. 

What were the key takeaways from this year’s study?

  • Geico again leads; Allstate squeezes past USAA by a nose.  With a nearly perfect score of 96 out of 100, Geico retained its lead among the 13 US auto insurers we evaluated. Allstate’s strong mobile capabilities moved it up into second place, a nostril ahead of USAA.
  • Many digital teams have made big improvements.  Nationwide, The Hartford, Esurance, State Farm, and American Family all improved their mobile services substantially.  Leading digital insurance teams are creating more personalized and simplified experiences, and they are providing more guidance to their customers on how to make the most of digital features.
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Forrester Research Takes Six US Mobile Auto Insurance Apps Out For A Test Drive

Ellen Carney

What We Did And Why

Insurance carriers are pulling out the stops when it comes to their mobile strategies. It’s now rarer to find an insurer that doesn’t offer at least one app plus a mobile site. But just how effective are all these mobile insurance apps and sites at meeting the needs of auto insurance customers? At the end of the summer, we decided to check out the mobile sales and service functionality that leading US auto insurers – Allstate, Farmers, Geico, Liberty Mutual, Progressive, and State Farm – were offering to their customers. We reported what we learned in our just-published 2013 US Mobile Auto Insurance Functionality Rankings report.

Our approach followed these steps:

  • Define a user scenario. We defined a target persona: Ryan and his wife Nicole live in Chicago and are in the market for a new car and will need to change the vehicle on their policy. Their mobile goals are to research and apply for insurance, pay their bill, see how easy it is to file and manage claims, get help on the road, and see what other help they can get through their insurer on a mobile phone.
  • Score mobile functionality based on user criteria. Forrester’s mobile functionality benchmark methodology examines 26 individual criteria that measure how well an auto insurance app helps customers achieve their goals. Each criterion has a potential score ranging from -2 to +2.
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