better planning future service and product offerings for auto insurance. The conclusions, while noting a slightly slower
adoption rate of mobile technologies,
were entirely consistent with studies in
the U.S. Even though Gen-Y consumers
in central Europe were generally satisfied
with the claims process, they saw room
for improvement in several key areas: the
process seemed to take too long (
immediacy), the value they received did not entirely meet their standards (entitlement)
and there was a lack of transparency during the process (connectivity).
Claims Processes Today
When choosing an insurer, consumers
will favor a company that offers technol-
ogy and tools to enhance the customer
experience — online bill payment, mo-
bile apps for self-service, social media
options, web resources, etc. Accidents
— typically happening once every seven
years for consumers — become critical
events not just in terms of life and safety
concerns but also because the insured/
insurer relationship is really put to the
test—possibly strengthened or aban-
doned as a result of the claims experience.
scene for use in the claims and estimating process. This expedites
the claim and allows insurers and repair facilities to more quickly
jump into action. Using mobile technologies, such as augmented
reality, innovations exist that now guide users to take insurance
adjuster-quality photos without having any prior experience.
This technology overlays specific vehicle outlines on top of the
live camera feed on their smart phone or tablet to help the customer line up the “perfect” shot before taking the photo and sending it to the insurer or repair facility. By empowering drivers to take
their own accurate and consistent photos of their vehicle damage,
insurers are involving them as an effective participant in launching
an efficient and cost-effective claims process.
A primary driver of the success of mobile devices—
smart-phones and tablets alike—has been their intuitive and engaging
graphic interface, further enhanced by direct touch technologies. These devices have given consumers higher expectations for how
technology can deliver power and
speed, all in an attractive interface.
Gamification—that is, the integration of gaming strategy and
gaming processes to increase
customer engagement and
enhance training opportuni-
A new wave of mobile apps is
hitting the auto claims mar-
ket, including an app from
AudaExplore that provides
up-to-the-minute information on a vehicle’s repair
status directly from the
collision repair shop.
ties — will also impact self-service claims in the near future. It
could even add some fun and levity to the process.
Further, when insurers, appraisers and repair shops showcase applications that are sophisticated visually—with 3D
graphics and modern touch navigation—consumers have
greater confidence that the vendors they’ve chosen to partner
with for their claim are both capable and reliable. Indeed, the
idea that perception is reality holds true in automotive claims.
When that technology demonstrates that all parties in the claims
ecosystem are working effectively together to produce more accurate and intelligent results, what ensues is a greater level of
customer trust in the insurer’s brand.
Once the claims process is launched, consumers need to be
continuously informed about the process. What is the process?
Where am I now in the process? What is next? Drivers appreciate
regular updates to support both the perception and the reality that
“all is going well.” Savvy insurers are already offering communication and notification apps that strike the proper balance between
providing ample information while minimizing intrusiveness.
Again, putting tools in the hands of the consumer gives them the
power to monitor and manage the process. Responding to the communal, always-connected tendency of Gen Y, insurers even provide
easy “share” tools so that customers can conveniently post car repair updates to their Facebook profiles.
Further extending the sharing of information and taking the
Yelp approach, insurers are also offering drivers the capability to
provide feedback on the experience during the repair process.
This helps the next customer crowd source a reputable and
high-quality facility for his or her vehicle—and lifts the visibility
of local, good-quality facilities with available appointments.