1. Webinar Test Drive! Forrester’s 2014 US Mobile Auto Insurance Rankings
Ellen Carney, Principal Analyst
Audrey Blumstein, Research Associate
September 24, Call in at 10:55 a.m. Eastern time

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

3. 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?

4. 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?

5. The customer you want is living la vida mobile
For those of you who attended the Future of Insurance Is Mobile Webinar back in May, this slide might look a little familiar, but in fact, in this update from the data we presented back then shows some pretty dramatic changes.
By way of context, we asked respondents to tell us just how interested they would be in using a mobile phone for a number of activities with financial services providers. This ranged from getting a text message about their accounts to being able to transfer funds as well as about 15 or so other activities. For readability and relevance, I sorted out every BUT claims and bill paying activities and for comparison, I included “manage my financial life”.
Back in the 2011 survey, about 1 in 4 consumers surveyed in that important 18 to 34 year old segment expected to live their financial lives in their mobile devices…Now look—in 2 years, that number has increased by nearly 10 percentage points.
But it’s not just our mobile youth that’s voicing that sentiment. Every single age segment showed an increase, even our 65+ group, though none were as dramatic as the group I’ve highlighted here.
So, as we see here, mobile is changing the way that consumers learn about, choose, and buy products of all types. And more importantly, changing behavior.
With more mobile devices available within easy reach, US consumers are tapping into this ready convenience to research, buy, and service their financial needs, including insurance .
<Advance slide>
Base: US online adults 18+ (online weekly or more) who are bankers or insurance customers with a mobile phone or tablet and have not done the mentioned activities; Source: Forrester’s North American Technographics® Financial Services Online Benchmark Recontact Survey, 2013

6. And that interest is reflected in mobile transactions like . . .
Base: US online adults (18+) who have insurance, use their mobile phones, and report buying insurance from these firms; Source: Forrester’s North American Consumer Technographics® Financial Services Online Benchmark Recontact Survey, 2014

7. 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?

8. 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’?

9. The benchmark features two tangible artifacts
UPDATE WITH SCREEN IMAGE OF REPORT WHEN PUBLISHED

10. Which firms and apps did we evaluate?
Insurer
App name
Version number
Allstate
Allstate Mobile
8.9.1
Esurance
Esurance Mobile
2.0.37
Farmers
iFarmers
2.2.03
GEICO
GEICO Mobile
3.1
Liberty Mutual
Liberty Mutual Mobile
2.1.0
Nationwide
Nationwide Mobile
4.9
Progressive
3.2
State Farm
Pocket Agent
4.3
USAA
USAA Mobile
6.15.1

11. What did we benchmark, and how did we measure?
Participants’ mobile apps and mobile sites were reviewed in five key areas.
Range of touchpoints
Quotations
Policy information and 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

12. We measured how well the app or site helps customers achieve their goals

13. 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?

14. Nearly all have customers who are more active mobile users than average
Base: US online adults (18+) who have insurance, use their mobile phones, and report buying insurance from these firms; Source: Forrester’s North American Consumer Technographics® Financial Services Online Benchmark Recontact Survey, 2014

15. So how did they do?

16. Most firms reviewed comfortably exceeded our minimums50
Source: Upcoming “2014 US Mobile Auto Insurance Functionality Rankings” Forrester report

17. Claims showed the biggest improvement Quotes impacted by business models50
2013
68.3
51.3
48.8
84.8
72.2
87.1
Source: Upcoming “2014 US Mobile Auto Insurance Functionality Rankings” Forrester report

18. Service features had the most consistent performance, quotes the least
Source: Upcoming “2014 US Mobile Auto Insurance Functionality Rankings” Forrester report

19. Mobile quote to bind performance was lowest-scoring category50
Source: Upcoming “2014 US Mobile Auto Insurance Functionality Rankings” Forrester report

20. Mobile policy information also showed strong overperformance50
Source: Upcoming “2014 US Mobile Auto Insurance Functionality Rankings” Forrester report

21. But claims? Except for two, not so much
Source: Upcoming “2014 US Mobile Auto Insurance Functionality Rankings” Forrester report

22. Valuable locators and helpful road assistants could use a little work50
Source: Upcoming “2014 US Mobile Auto Insurance Functionality Rankings” Forrester report

23. 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?

24. USAA makes the most of mobile’s small screens in its merchandising
Image source: USAA (

25. Allstate caters to its Hispanic customers with mobile content
Image source: Allstate Insurance Company (

26. Liberty Mutual’s “People Like Me” helps shoppers decide by providing context
Image source: Liberty Mutual Insurance (

27. Both Allstate and Progressive pitch their UBI products in mobile quoting
Image source: Allstate Insurance Company ( and Progressive Casualty Insurance Company (

28. Geico moves new customers to self-service account registration
Sale confirmation and prompt to set up online account
First screen in account activation process
Image source: Geico (

29. iFarmers app features an easy-to-find and easy-to-use update functionality within policy view
Image source: Farmers Insurance Group (

30. Progressive takes the effort out of accessing and sharing ID cards
Image source: Progressive Casualty Insurance Company (

31. USAA’s iPad app lets users animate and narrate an accident
Image source: USAA (

32. State Farm’s “Find a Repair Facility” lets users pick by proximity and language
Image source: State Farm Mutual Automobile Insurance Company (

33. Allstate reassures stranded motorists with a driver’s picture and arrival time
Image source: Allstate Insurance Company (

34. Nationwide aligns customers with the right agent for them
Image source: Nationwide Mutual Insurance Company (

35. A few bright ideas we didn’t expect to see
Allstate’s Spanish mobile content
Geico’s meet your claim team
Geico’s establish versus submit a claim
Liberty Mutual’s personalized claims video
USAA’s two-way SMS for policyholders within CAT areas

36. The absurd pace of change demands continuous mobile innovation.

37. 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.

38. What’s coming next? 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’?
This quarter
Next quarter

39. What about next year’s benchmark?

40. PLACEHOLDER FOR JULIE NEU CONSULTING SLIDE

41. ?

42. Ellen Carney

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