6 tips for onboarding (existing) insurance customers

Posted on August 25, 2017 by Mathijs Brand

The insurance industry is shifting focus towards prevention and insights. This means developing valuable relationships with your customers while saving money on claims. According to Bain research, 5% increased customer retention will increase profits with more than 25%!

However many insurers have a paper-only relationship with most of their millions of customers. Before you can start to improve the relationship with your customers, you need to get them online.

Six tips for seamless and secure onboarding!

1: Present questions at the right time

Analyze your onboarding flow carefully and find out if a step is required for a technical, legal or for marketing purposes. When your customers are new to your online experience, only ask the strictly required basic information. Do you need your customers to allow their location or push notifications in their first experience with your website or app? Only present questions when the relevance is made clear.

2: Reduce onboarding steps by providing levels of security

Showcase your offerings and useful information without a security clearance if possible. Allow new customers access to your website or app with limited access and functionalities to prove your app is useful and user friendly. If this is the case, customers won’t mind to provide additional information for useful features.

Showcase the added value/reward when more information is provided. For example: Zip code based insights on average burglaries in your neighborhood and provide useful tips to prevent them.

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3: Trigger offline customers with secure QR codes

The primary way for communication with customers is by post mail. This provides a great and free opportunity to ask your customers to try out your app and provide easy login by providing a QR code.

Using only a QR codes should raise security questions regarding customer identity. Can the postman access my insurance data when using my QR code? Personal customer information shouldn’t be accessible from only scanning a QR code, this is just a onboarding trigger.

Most companies choose to require another verification like date of birth (not very secure) or SMS step-up (a lot better) to finish onboarding. This is called 2-step authentication.

4: Speed is key

The first online interaction between your company and the customer is critical. The onboarding process must be easy and fast and should not make the user wait. A no brainer, however we come across to many long onboarding processes during evaluations at Onegini. Don’t allow enterprise systems to slow down the onboarding process, there are always workarounds. 

5: Provide omni-channel onboarding options 

Allow customers to onboard through an app as well as through your website. Registered web customers can easily onboard to your app by providing a QR code in the website that can be scanned scan by mobile devices. With the combination of mobile app and website, you can provide a much better experience in the future while enhancing security options to easily identify the user.

6: Allow a user to finish onboarding later 

When the onboarding flow is interrupted,  you should allow customers to complete the process without starting all over again. Every small bit of annoyance or extra effort will cost you customers. Easy enough for the IT team to store a cookie during the onboarding flow. A little harder when the potential customer comes back on another device... 

Bringing it all together

The onboarding flow is a fluid and constant process, that should constantly be evaluated. By combining multiple factors, different departments are involved ranging from business, marketing, security and IT. Other industries have been rapidly changing customer expectations and experiences over the last years. Read more in our free whitepaper!

 

White paper: Digital Transformation Insurance Companies