Customer orientation in the digital offer process for insurances

The property liability quote process can be made much less complex for end customers.

Author: Dario Fiore

Digital sales channels are becoming increasingly important for property insurance companies. For customers, the digital quote process needs to be highly user-friendly on the one hand, and on the other hand, they need as little information as possible to quickly receive an initial quote, including the price. However, offer processes are often long and complex, which leads to unnecessary bounces and results in a lower conversion rate and missed leads. In this blog, we will show you how you can do this better, using the quote process for motor vehicle insurance as an example.

Challenges

What is an important challenge that needs to be solved in a digital quote process for motor vehicle insurance?

Customers want to know as quickly as possible and with as little input as possible whether the product meets their needs and roughly what price they can expect. 

Possible solutions

Four solutions are proposed below to address the needs of customers in the motor vehicle insurance quotation process.

  1. Have the vehicle selected only approximately at the beginning in the process:

    For some makes and models, there are over 50 detailed types, but they often differ only slightly in price. If the customer is already confronted with too large a selection at the beginning of the process, he may abort the process. If necessary, the exact choice of vehicle can be postponed to a later process step after the offer selection. The customer has then already decided on an offer and is less likely to abort the process.

  2. Work with as many default values as possible (e.g., for accessory price, insurance start date, etc.):

    The customer can adjust these values later in the process if they have already decided on a quote. To identify possible default values, statistics of the most frequent values per characteristic over the previous offers help.

  3. Only request absolutely necessary information before a first offer including price is displayed. The query of as many characteristics as possible should be moved to the process steps after the offer selection:

    • For example, the application questions (previous damage, driver's license revocations, etc.) are not required for the offer and are more for the purpose of screening out bad risks. The customer can also be referred to sales later in the process (generate lead) or be steered out altogether.

    • Other values, however, have a significant impact on the price. Here, the number of inputs must be weighed against the reliability of the price.

  4. Simplification of the product model:

    Close collaboration between actuarial, product management, IT and user experience helps to identify useful and possible simplifications of the product model and thus additionally reduce the required inputs.

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Figure 1: Comparison of offer process exact vs approximate vehicle selection

Business Value

The following business value contributions in various dimensions can be realized with the proposed solutions:

Click here for an explanation of the ipt Value Spider – Make technology valuable

Customer Value Case

The initial entries by the customer are reduced by over 65%. This allows them to get to the offer and price quickly and easily. Overall, this creates a better user experience. 

Strategy Case

Strategic goals such as differentiation and customer orientation are supported

Revenue Case

New and existing customers can be better addressed and leads generated. By reducing the initial input, the bounce rate is greatly reduced and the conversion rate doubled.

less initial input from the customer to get a quote and price
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Factor 
the conversion rate should increase by this factor

Conclusion

Digital sales channels are becoming increasingly important for property insurance companies. In the corresponding offer processes, customers want to receive an initial offer including price with as little information as possible. This is made possible by: 

  1. Use of standard values.  
  2. Approximate information, for example on the vehicle. This also reduces complexity for customers.
  3. Shifting as much input as possible to the process steps after the offer selection.
  4. Simplifying the product model can further reduce the number of entries required.

These measures can optimize the conversion rate and generate more leads for sales. Intuitive, streamlined and user-friendly offer processes help to make the direct, digital insurance sales channel more attractive compared to aggregator portals such as Comparis and allow differentiation in the market.
 

Outlook

If the findings described above are taken further, they can also be partially applied to offer processes for home contents and personal liability insurance. Here, too, a large number of inputs are usually requested before an offer and an initial price indication are submitted.

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