How we scored Insurers' digital capabilities in 2020
Digital capabilities for insurers are constantly evolving. Consumers, distributors, claims suppliers and insurers alike are embracing new technologies as insurance moves from an analogue to a digital world. Over the past 5 years Altus has assessed over 2000 digital user journeys and published annual insurer rankings. Given the rate of change in available technology, we take the view that we should be reviewing digital journeys on an ongoing basis, which is ever evolving from review to review. The DigitalBar will do just this.
The DigitalBar rankings will not be static - it is expected that Insurers will move up and down the rankings depending on how they have implemented and embraced technology innovations, and consequently, an insurer at the top of the rankings whose journey hasn't changed, may be leapfrogged by other insurers who have developed new capabilities. The league table will expand as new brands enter the rankings and more journeys are published.
The scoring methodology will evolve over time. In this short article, I would like to provide an overview of the DigitalBar scoring mechanisms that were used during the 2020 review.
The Quote journey is made up of 2 key areas - Quick Quote and ability to obtain a quote and purchase the policy online.
Quick Quote: Scored Yes/No based on whether an insurer has embraced data enrichment to enable a customer to get a quote whilst answering a vastly reduced number of questions (i.e., <10).
Quote & Buy: Scored Yes/Partial/No based on whether an insurer can provide a customers' quote online. For "Partial" this is where sufficient data is captured to enable an insurer to provide a quote, but a customer is signposted to purchase via an agent.
The headline Quote numbers in the "rankometers" at the top of the pages are based just on overall numbers of Insurers' Quote & Buy journeys and do not factor in Quick Quote.
For MTAs we have stayed with the scoring mechanism used in previous years covering 2 areas:
Online Documents: Scored Yes/No if a customer can access personal documents online.
Online MTAs: Scored Yes/Partial/No depending on extent of MTAs provided by Insurers.
Similar to previous years we have based scoring on two factors:
Renewal - straight-through: Can a customer renew online, paying with Debit/Credit Card?
Renewal - with changes: Can a customer make changes online when in the renewal period and renew online?
This year, we have extended our scoring to focus on 3 areas rather than just 2 in previous research:
Claim Notification: Scored Yes/No if a customer can undertake a FNOL online providing personal details and details of the claim.
Claim Tracking: Scored Yes/No if a customer can track their claim online, receiving notifications when status changes.
Claim Digital Technology: Scored Yes/No if an insurer provides mechanisms for customers to provide supporting information (e.g., claims apps, damage assessment) via digital tech.
A new category at our last Digital Experience research, this is an area we have evolved significantly covering a number of digital technologies for customers to interact with their Insurer:
Webchat: Split into "human" and "bot".
FAQs: Are they searchable or smart, i.e., with natural language processing to answer customers' questions?
Voice Assistants: Can a customer ask "Alexa...", "Hey Google..." or "Hey Siri..."?
Messaging Apps: Can customers contact Insurers via Whatsapp or Messenger?