Following a recent minor car accident, I launched my insurance company’s mobile app to submit the claim. All the while I’m thinking, “This is going to be easy.” Unfortunately, such was not the case. Don’t get me wrong. My insurance company is a good company and—like most companies in the market today—provides great products to serve my needs. But their mobile insurance user experience (UX) is sorely lacking.
The app requested the basic information required to submit a claim. First off, this could have been easily improved by reducing the amount of manual data entry. But this wasn’t the worst of it. Not by a long shot. I entered all my info, then tapped “Submit Claim.” As expected, a message appeared confirming my claim had been submitted. So far so good. So why the frustration? Well, a full day after submitting my claim, I still hadn’t heard back from the insurance company. I called my agent to check the status of my claim. She wasn’t even aware anything had happened. She logged into her agency management portal and lo and behold—no claim.
My agent contacted the Claims group. The representative we spoke to didn’t even know the company had a mobile app! Oddly enough, they had received my claim (but hadn’t taken any action).
The point is insurance companies have been steadily improving their backend systems and applications to support internal users, but have lost sight of independent agents. Ultimately, this impacts customer service and support. Agency Management Systems are only half the equation. A gap exists in the integration of data and the sharing of data between all users–both internal and external.
One cause for this is that mobile technology is always evolving, creating a challenge for insurance companies: understanding the difference between what a mobile app is and who is it for. Which is why it’s so important for organizations to develop a mobile strategy and governance plan in order to continually evaluate and refine their approach to mobility. Companies must understand who their target mobile users are and how and where they will engage them. Understanding the who, when, and how will ultimately help identify the what: that thing users want or expect in their moment of mobile engagement with your organization. But when it comes to mobility, one fact remains consistent: customers are always looking for convenience and simplicity.
For example, I expected the app to simplify the process of capturing and submitting accident information to resolve my claim. I also assumed my agent would be in the know and have all my claim info at her fingertips. Companies that focus on only one aspect of the business and engagement process, fail when it comes to the big picture. In this case, failing their most important asset—the customer.
If your company has been suffering from similar customer feedback, or seeks assistance improving its mobile user experiences, Propelics can help. Whether your company needs to redesign an existing app or wants to add new devices to its portfolio, our Mobile UI/UX Design Kickstart will ensure your customers walk away satisfied.
Alternately, if you’d like to discuss mobile UI/UX design with one of our strategists, please click here to set up a call. We’d love to hear from you.
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