1. Webinar Test Drive! Forrester’s US Mobile Auto Insurance Rankings
Ellen Carney, Principal Analyst
November 21, Call in at 12:55 p.m. Eastern time

2. Changing customer expectations are driving new mobile insurance usage and 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
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: North American Technographics® Financial Services Online Benchmark Recontact Survey, 2013

6. And interest is great, even if usage isn’t . . . yet
Base: US online adults (18+) with mobile phones; North American Technographics® Financial Services Online Benchmark Recontact Survey, 2013

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 & 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 to my peers’?

9. The benchmark features two tangible artifacts
© 2013 Forrester Research, Inc. Reproduction Prohibited 9

10. Which firms and apps did we evaluate?
Liberty Mutual Mobile
Good Hands
Geico App
Progressive App for iPhone
Pocket Agent
iFarmers
© 2013 Forrester Research, Inc. Reproduction Prohibited 10

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
Each of the five categories contains various individual criteria, and each criterion is assessed on a four-point scale:
Claims
Service features
Quotations
Example category
Applications
Subcategory
Complete
Save
Retrieve
Bind
Criterion
-2 Not available
-1 Apply but not bind.
1 Apply, save, retrieve, and share.
2 Bind.
Scale
© 2013 Forrester Research, Inc. Reproduction Prohibited 11

12. We measured how well the app or site helps customers achieve their goals
© 2013 Forrester Research, Inc. Reproduction Prohibited 12

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. Which firms and apps did we evaluate?
Liberty Mutual Mobile
Good Hands
Geico App
Progressive App for iPhone
Pocket Agent
iFarmers
© 2013 Forrester Research, Inc. Reproduction Prohibited 14

15. Their customers are more active mobile users than average
Base: US online adults (18+) who have insurance and use their mobile phones and report buying insurance from these firms; Source: North American Technographics® Financial Services Online Benchmark Recontact Survey, 2013

16. All but State Farm overindexes when it comes to interest
“How interested are you in using your mobile device for each of the following activities?”
Use camera in claim file
Claim status
Get ID card
Policy view
Claim filing
Average
23%
20%
19%

Allstate
& Geico
Geico 31%
Geico 
Farmers 29%
Allstate 30%
Allstate &
Progressive
Farmers 25%
Farmers 27% 
Progressive 28%
& Farmers
Liberty Mutual
Progressive 23%
32%
27%
27%
28%
25%
26%
29%
22%
Base: US online adults (18+) who have insurance and use their mobile phones and report buying insurance from these firms; Source: North American Technographics® Financial Services Online Benchmark Recontact Survey, 2013

17. So how did they do?

18. All six firms reviewed comfortably exceeded our minimums50
Source: November 12, 2013, “2013 US Mobile Auto Insurance Functionality Rankings” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 18

19. But mobile claims performance dragged down all but two50
Source: November 12, 2013, “2013 US Mobile Auto Insurance Functionality Rankings” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 19

20. The range of devices supported had the most consistent performance; claims the least
Source: November 12, 2013, “2013 US Mobile Auto Insurance Functionality Rankings” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 20

21. Mobile acquisition is strong, but it’s driven by a distribution model50
Source: November 12, 2013, “2013 US Mobile Auto Insurance Functionality Rankings” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 21

22. Mobile policy information also showed strong overperformance50
Source: November 12, 2013, “2013 US Mobile Auto Insurance Functionality Rankings” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 22

23. But claims? Except for two, not so much
Source: November 12, 2013, “2013 US Mobile Auto Insurance Functionality Rankings” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 23

24. Valuable locators and helpful road assistants could use a little work50
Source: November 12, 2013, “2013 US Mobile Auto Insurance Functionality Rankings” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 24

25. 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?

26. Geico’s app tailors promotions and links to the mobile Web for better sales experiences
Image source: Geico mobile app
© 2013 Forrester Research, Inc. Reproduction Prohibited 26

27. Progressive alerts shoppers that they will be linked to its mobile website
Image source: Progressive mobile app
© 2013 Forrester Research, Inc. Reproduction Prohibited 27

28. Geico lets customers edit common information and preferences in its app
Image source: Geico mobile app
© 2013 Forrester Research, Inc. Reproduction Prohibited 28

29. State Farm simplifies how customers describe vehicle accidents and damage
Image source: State Farm mobile app
© 2013 Forrester Research, Inc. Reproduction Prohibited 29

30. Liberty Mutual’s app helps customers keep better track of their claim status
Image source: Liberty Mutual mobile app
© 2013 Forrester Research, Inc. Reproduction Prohibited 30

31. Farmers’ app helps customers solve problems in the moment with video how-to aids
Image source: Farmers mobile app
© 2013 Forrester Research, Inc. Reproduction Prohibited 31

32. Allstate’s Roadside Assistance app accelerates service resolution
Image source: Allstate mobile app
© 2013 Forrester Research, Inc. Reproduction Prohibited 32

33. So what can you do to gain a mobile competitive edge?
What can eBusiness professionals learn from this benchmark to reinforce and hone their mobile strategies?
Be bold.
Be collaborative.
Be mindful.
Be restless.

34. 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 & 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 to my peers’?
This quarter
Next quarter

35. We’ll be updating and expanding the rankings in Q3 2014
Adding additional firms
Updating the functionality to be scored
Stay tuned!

36. ?

37. Ellen Carney