Daily Insights

Omit the Customer Onus

By: Elizabeth Elder | Jul 19, 2019

In the digital ecosystem, separating the winners from the losers is not based on which digital elements an insurer merely possesses, but often how they translate their efforts into holistic experiences across multiple customer journeys. In the insurance industry, the onus is often on the customer to get the required information to make a purchase.

Given the massive amount of content available on the internet, customers now look for information to come to them. Amica’s Request-a-Quote tool was a best-in-class implementation of information due to the user interference facilitating all prospect concerns, as observed in Gartner L2’s Digital IQ Index: Insurance.

While visually dated, the tool was packed with information. Amica explained that the purpose of its quote process included a customer service number at the top of the page, provided frequently asked questions in a sidebar, and inserted its important privacy policy at the end of the page before a user proceeds.