The Age Of The Customer Drives Four Insurance eBusiness Mega-Trends In 2012

Ellen Carney

This year, North American insurers overall are pretty darn happy. For starters, there clear signs that the economy is finally starting to gain steam, premiums are on the rise, the market’s firming, and the political will may well shift enough to revisit past regulatory reforms, particularly those that impact health insurers.  And these factors are coalescing into the new strategies for 2012.  In our “Trends 2012: North American Insurance eBusiness And Channel Strategy”, we discuss what factors are driving insurance ebusiness teams to:

  1. Become obsessed about their customers
  2. Get serious about how to collaborate better with their agents
  3. Focus on the infrastructure that supports the digital business
  4. Refine their thinking about what eBusiness means to the insurance ecosystem
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Lessons Learned From 1,500 Website User Experience Reviews

Adele Sage

After more than 12 years of evaluating website user experience, Forrester reached a major milestone — completing 1,500 Website User Experience Reviews. That's more than 100 reviews per year or more than 10 per month. Whew! We've been busy.

These reviews (using an expert/scenario/heuristic review methodology) span B2C and B2B sites, intranets, and employee portals across many industries and countries. What we do: We identify target users and attempt to accomplish realistic user goals for those users, and then we evaluate the experience on a set of 25 criteria graded across possible scores of -2 (severe failure), -1 (fail), +1 (pass), or +2 (best practice) for each criterion.

So what did we find?

  • Many poor experiences. Since scores for each of the 25 criteria range from a -2 to +2, total scores could range from -50 to +50, and passing all tests would result in a grade of +25 or higher. But the average score across all of our reviews was only +1.1, and only 3% of the sites earned a passing score (that's a total of 45 sites out of the 1,500. Yes, you read that right: 45).
  • Fluctuations in scores over time. The average score rises and falls when we look across versions of the methodology and over time. But, finally, in the latest version, there was a significant increase in the average score over the years just prior — a trend we hope to see continue. There's a similar pattern when we compare B2C and B2B sites. B2B sites have consistently lagged behind B2C sites in user experience scores, but we're finally seeing that gap narrow.
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Latin Americans’ Love Affair With Social Extends To Mobile Phones

Roxana Strohmenger

In 2009, we started the Latin American Technographics® product to understand how emerging Latin American markets like Brazil and Mexico are adopting and using technology. During this time, we have seen some very cool findings with respect to social media and social tools. We found that:

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Enjoyable Experiences Are The First Step To Creating Emotional Connections With Customers

Megan Burns

The Holy Grail of customer experience for many firms goes beyond useful and easy to interactions that create an emotional connection with the customer. That’s not easy to do, but step 1 is creating an experience that is at least enjoyable. Now, before you object . . . I’m not talking Disney-level enjoyable here — just generally pleasant and maybe even a little fun. Two brands that proved it’s possible with high scores on the CXi’s “enjoyable” criteria are:

  • USAA (bank): 84%.
  • Courtyard by Marriott: 83%.
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SoLoMo Or So Not Yet?

Melissa Parrish

Are you thinking about SoLoMo yet?  My clients definitely are, and I haven’t been surprised by the number of questions I’m getting about it considering that 86% of US online adults engage in social media and 2/3 of online Generation Y fall into the SuperConnected category of Mobile Technographics®. But what does SoLoMo really mean?

It’s a concept that brings together social, local, and mobile media — and it’s intriguing to marketers because incorporating social engagement, local targeting, and the mobile customer into a single program seems like it should lead to especially creative and effective engagement. But I’ve been researching this topic over the past couple of months and I have a couple of concerns:  

  • First, the way we talk about SoLoMo puts too much focus on the technology and easily lets marketers slip back into technology-first strategies driven by trends rather than audience insights.   
  • Second,  SoLoMo programs often take the form of a check-in offer today. This can certainly be an effective marketing tactic for retailers and brands with brick-and-mortar presences. But isn't there something SoLoMo can offer other brands?
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Everybody Has The Same Three Strategic ISVs

Peter O'Neill

 

I (Peter O'Neill here again) had the pleasure of visiting Twickenham rugby stadium in London last week – sadly, not on the Saturday to watch my national team beat England but on the following Monday to meet Dell executives and hear about their Enterprise Spring Launch of new products and services. As I listened to the speeches about new servers, storage, networking, and end-to-end applications, I kept thinking to myself how difficult it is these days to sound different from other infrastructure vendors who do the same thing - and often with the same technologies. I remember making those same speeches over 15 years ago and it was difficult enough then! My colleague Richard Fichera has commented on the product details, so I’d like to review the most important one, for me: Dell’s solution program. As far as I am concerned, only those IT infrastructure vendors who market at the business technology level will enjoy success in the future – and that means solutions marketing with commitment.  

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The Data Digest: Gaming Devices In Europe

Reineke Reitsma

Recently I bought myself a tablet, a Samsung Galaxy Tab 8.9 to be precise, and since I brought it home my three children regularly “borrow” it to play games. Games like Bunny Shooter, Shoot the Apple, and World of Goo are among their favorites. But when possible (and allowed), they prefer playing games on the PC. Second choice is the Nintendo Wii, at the moment they mainly play Skylanders and Just Dance. The only game device that hasn't been touched for a while now is the Nintendo DS.

Although uptake of tablets is growing in Europe, the installed base is still much lower than for PCs, Wii, PlayStation, or Xbox. Forrester's Technographics® data shows that about one-third of European online adults use a PC to play games or own an Xbox 360, a Sony PlayStation3, or a Nintendo Wii.

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Learn From Your Peers And Forrester Analysts

Patti Freeman Evans

Springtime in London will bring the Forrester eBusiness and Channel Strategy Summit (May 23).  The event will focus on how progressive organizations are actually executing effectively in serving their customers across a complex array of touchpoints.  In particular, we'll spend a good deal of time talking about the impact mobile is having on how we all effectively serve customers.  Julie Ask will lead us off on that topic from her vast knowledge in the mobile space.  She and Thomas Husson recently published their much-read Mobile Trends assessment for this year — great read. 

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Some Thoughts On FiftyOne's Acquisition Of Borderfree

Zia Daniell Wigder

FiftyOne, the company that provides globalization and international logistics services to US-based online retailers such as Gap, Pottery Barn, and Crate & Barrel, announced today that it is acquiring Canada Post’s Borderfree unit. Borderfree, one of the first organizations to play a role in driving cross-border eCommerce, carved out a niche for itself helping US online retailers target online shoppers in Canada.  

A few observations:

The acquisition does not disrupt the landscape of solution providers. With this acquisition, FiftyOne boosts its Canadian offerings and takes a small competitor out of the market, but the acquisition does not counter any direct threat from another solution provider in the space. Other providers tend to focus on different market segments, for example, International Checkout counts hundreds of clients in the SMB space, while BorderJump focuses on Latin America and the Caribbean (For an outline of different vendors, clients can read our 2011 report on Using International Shipping To Reach Online Shoppers Around The Globe). Today FiftyOne does not face another rival with the same roster of large clients.

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Learning From Digital Innovation At Commonwealth Bank Of Australia

Benjamin Ensor

There are a number of firms that we watch closely at Forrester because they stand out for sustained innovation. Behind the technology giants like Google and Apple, there are a number of established firms that are using technology to adapt rapidly and successfully to changing customer behaviour and needs. One of them is Commonwealth Bank of Australia. Over the past four to five years CommBank has introduced a series of digital innovations to serve its customers better including:

  • Finest Online. In the course of its "Finest Online" project from 2007 to 2009, Commonwealth Bank of Australia redesigned its NetBank Internet banking service with the objectives of building an excellent customer experience and driving online sales. The bank implemented new content and functionality to support the customer journey and integrated new secure site sales processes with in-person channels and the bank's multichannel customer relationship management (CRM) system. The two-year, cross-organizational project boosted online sales, increased customer satisfaction, and improved the bank's image. (Forrester clients can read our case study.)
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