Insurers' mobile experiences improve: J.D. Power

Years of development and iteration has led insurers to produce great user experiences on mobile. But there are still areas where carriers are falling short, according to J.D. Power's 2019 Insurance Digital Experience study.

The 8th iteration of the survey reached more than 11,000 customers between January and March of this year. Produced in partnership with Centric Digital, J.D. Power examined insurers' websites and mobile apps based on five factors: ease of navigation, appearance, availability of key information, range of services and clarity of presented information.

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An attendee uses a mobile device while arriving for the Apple Worldwide Developers Conference (WWDC) in San Jose, California, U.S., on Monday, June 4, 2018. Besides the usual updates across its operating systems, including iOS, MacOS, WatchOS and TVOS, Apple may use the event to unveil new ARKit capabilities, enhanced features for Watch app developers, a usage control tool and an improved version of Siri. Photographer: Meg Roussos/Bloomberg

"While most companies’ websites are highly responsive and meet brand standards, they fall short on delivering the types of expanded self-service tools, integrated digital communications functionality and contextual insurance information that would put them on par with leading websites in other industries," the companies wrote.

However, mobile apps perform well and lead to satisfied customers, the research found. Overall satisfaction with mobile services is 12 points higher on J.D. Power's 1,000-point scale than last year.

“In many cases, mobile apps and insurer websites are the primary faces of these consumer brands," says Tom Super, VP for P&C insurance for J.D. Power. "As consumer behavior continues to evolve, insurers must keep pace as part of their overall distribution strategy or run the risk of irrelevancy.”

Geico was the top-ranked insurer for digital service experience, while Mapfre took the top spot for shopping, the survey found.

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