2. Ellen Carney, Principal Analyst Audrey Blumstein, Research Associate
WEBINAR Test Drive! Forrester’s 2015 US Mobile Auto Insurance Benchmark
Ellen Carney, Principal Analyst
Audrey Blumstein, Research Associate
October 27, Call in at 12:55 p.m. Eastern time

4. Changing customer expectations are driving more mobile insurance usage and new capabilities.
Image source: Flickr (

5. Agenda
Why does mobile matter to auto insurance customers?
What is the methodology behind Forrester’s Mobile Functionality Benchmark?
Which firms stood out and for what?
How are US auto insurers applying best practices?

6. Agenda
Why does mobile matter to auto insurance customers?
What is the methodology behind Forrester’s Mobile Functionality Benchmark?
Which firms stood out and for what?
How are US auto insurers applying best practices?

7. What a difference two years makes . . .
2012
2014
Base: US online adults 18+ (online monthly or more) with any insurance accounts and who use a mobile phone
Sources: Forrester’s North American Technographics® Financial Services Online Survey Q (US); North American Consumer Technographics Financial Services Survey, 2014

8. . . . with consumers interested — and using — more mobile phone features
Base: US online adults 18+ (online weekly or more) who use a mobile phone or tablet who have done the mentioned activity or do not do the mentioned activity on a mobile device, but are interested
Source: Forrester’s North American Financial Services Online Benchmark Recontact Survey, 2015

9. Agenda
Why does mobile matter to auto insurance customers?
What is the methodology behind Forrester’s Mobile Functionality Benchmark?
Which firms stood out and for what?
How are US auto insurers applying best practices?

10. This ranking is the benchmark report in our mobile insurance strategy playbook
DISCOVER
ACT
OPTIMIZE
PLAN
Assessment:
How prepared is my organization to capitalize on mobile trends?
Vision:
What is the vision for mobile?
Landscape:
What are the key trends that are driving mobile? What is customer buying behavior?
Business Case:
What are the benefits of mobile transformation, and how should I fund this initiative?
Road Map:
What initiatives should I prioritize? What are the dependencies?
Strategic Plan:
What is my mobile strategy? Where are my areas of focus?
Organization:
How should I develop mobile skills and staff for the future?
Tools And Technology:
What tools and technology are required to run my mobile business? What vendors should I use?
Process:
What are the roles and responsibilities? What policies and procedures do I need?
Performance Management:
What KPIs are most important to manage my mobile business? How should I develop them?
Continuous Improvement:
How should I communicate and train my stakeholders?
Benchmarks:
How do my mobile capabilities compare with my peers’?

11. The benchmark features two tangible artifacts

12. Which firms and apps did we evaluate?
Insurer
App name
Version number
Allstate Insurance
Allstate Mobile
9.5.0
American Family Insurance
My AmFam
1.5.1
Esurance
Esurance Mobile
3.0.14
Farmers Insurance
iFarmers
3.1.0
GEICO
3.10.2
Liberty Mutual Insurance
Liberty Mutual Mobile
2.7.0
Metropolitan Life Insurance
MetLife US App
1.8.5
Nationwide
Nationwide Mobile
6.0.2
Progressive Casualty Insurance
Progressive
3.7
State Farm Mutual Automobile Insurance
Pocket Agent
5.2.0
The Hartford Financial Services
The Hartford Auto And Home
2.1.0
USAA
USAA Mobile
7.12.1

13. What did we benchmark, and how did we measure?
Participants’ mobile apps and mobile sites were reviewed in six key areas.
Range of touchpoints
Enrollment and log-in
Buying
Policy management
Claims
Service features
Each of the five categories contains various individual criteria, and each criterion is assessed on a four-point scale.
Quotations
Example category
Applications
Subcategory
Save/ retrieve
Bind
Onboard
Criteria
-2 Apply but not bind.
-1 Apply, save, retrieve, and share.
Bind.
Online account enroll
Scale

14. We measure how well the mobile service supports the customer journey

15. Agenda
Why does mobile matter to auto insurance customers?
What is the methodology behind Forrester’s Mobile Functionality Benchmark?
Which firms stood out and for what?
How are US auto insurers applying best practices?

16. So how did they do?

17. Most firms reviewed comfortably exceeded our minimums50
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

18. Buying showed the biggest gain from 2014; service features biggest drop50
2014
68.6
62.7
65.6
75.0
55.3
N/A
83.3
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

19. Policy management showed most consistent performance; service features the least
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

20. Windows phone support boosted State Farm and USAA for range of touchpoints50
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

21. Geico and USAA stand out in new category — log-in and enrollment — with perfect scores50
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

22. Newcomer MetLife excels in mobile sales; strong performance even for agent-centric carriers50
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

23. Mobile policy management continues to show strong over-performance for all50
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

24. Claims leaders simplify, shorten, and speed claims processes through mobile services50
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

25. Allstate continues strong lead in service performance, but category continues to lag50
Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

26. Agenda
Why does mobile matter to auto insurance customers?
What is the methodology behind Forrester’s Mobile Functionality Benchmark?
Which firms stood out for what?
How are US auto insurers applying best practices?

27. Metropolitan Life Insurance demonstrates the growing adoption of Touch ID by auto insurers
Image source: MetLife iPhone application

28. Nationwide merchandises coverage, services to promote member benefits
Image source: Nationwide mobile site

29. Both GEICO and USAA feature easy-to-access document wallets to hold auto IDs and other content
Image source: GEICO and USAA iPhone apps

30. GEICO offers a wide range of help options to help customers find what they need
Image source: Geico iPhone app

31. The Hartford Financial Services offers a low-effort quote option that requires no personal information
Image source: The Hartford Financial Services mobile site

32. Esurance riffs on a motoring theme with its express lane and scenic route quote options
Image source: Esurance mobile site

33. Farmers makes customers smarter during processing time
Image source: Farmers iPhone app

34. Allstate Insurance mobile onboarding reinforces agent value when it comes to service
Image source: Allstate Insurance

35. MetLife mydirect displays pending transactions on the account summary page
Image source: MetLife mobile site

36. Progressive’s policy information also includes loyalty program status
Image source: Progressive iPhone app

37. Progressive customers can view a breakdown of loyalty rewards benefits
Image source: Progressive mobile site as displayed on tablet

38. Liberty Mutual Insurance details the claims process and what to expect
Image source: Liberty Mutual Insurance iPhone app

39. Nationwide’s mobile agent locator offers after hours support and customer ratings
Image source: Nationwide mobile site

40. Bright ideas we didn’t expect, but which may make their way in next year
Liberty Mutual’s “home” navigation button
Allstate Insurance and The Hartford Financial Services’ Quick Estimates
GEICO and USAA’s wallet document “vault”
GEICO’s capacity filter in its repair shop finder
Liberty Mutual Insurance’s PayASAP and Apple Pay
Nationwide’s partial payments option

41. The relentless pace of change demands continuous mobile innovation.

42. Get ahead of your customers’ mobile expectations by:
Looking for opportunities to create and deliver new value to customers.
Increasing the quality and flow of new ideas.
Experimenting small and often.
Defining your role in a wider ecosystem of value.
Using context to cultivate next-generation offerings.
Sweating the micro moments.

43. What’s coming next for the mobile insurance playbook?

44. What about next year’s benchmark?

45. Announcing the Digital Insurance Strategy Playbook

46. Research-based consulting delivered with speed, depth, and objectivity
Forrester’s research-based consulting
Primary research
Proprietary global data
Client engagements
Vendor interactions
Expert consultants partner with analysts to apply our deep body of research, data-driven insights, and best practices to your specific business challenge
Research-based consulting delivered with speed, depth, and objectivity

47. We set up our clients to succeed in mobile
Structuring to win — defining the target
Determining the path
Assessing your current mobile experience
The mobile mind shift is rewriting the rules for how companies need to engage their customers and support their employees.

48. Mobile Mind Shift Index Functionality Benchmark
Assessing your current mobile experience
Mobile Mind Shift Index
Maturity Assessment
Functionality Benchmark
How ready are your customers and employees to engage with your company on their mobile devices?
How equipped is your company to engage its customers or employees in their mobile moments?
Who are my competitors and what are they doing?

49. ?

50. Ellen Carney
Audrey Blumstein