customers and non-customers—to set
their location on the storm-tracker map
and share the map and storm updates
with family and friends using the app’s
social media sharing technology. (See
Graphic 2, above.)
The insurer also developed a strategic
multimedia marketing plan to take
advantage of the heightened relevancy of
the app and its services during hurricane
season. The campaign ran across online
display, paid search, and social media
channels and was timed for when storms
began churning and encroaching the
coast of Florida. “We had all the creative
elements and messaging completed so
that we could just plug in storm names
and launch as needed, perfectly timed
with storm activity,” explains Buckley.
From August 26-29 2015, the company ran a campaign to coincide with
the development of tropical storm Erika.
“We could see that people were using the
#erika hashtag, so we were able to incor-
porate specific keywords and trending
topics in the messaging of the campaign
such as, ‘How close will #erika come to
you? Find out by downloading our free
tracker app,’” Buckley says.
There was a clear correlation between
the storm’s proximity to Florida and
campaign results. (See chart 1, above.)
Although the campaign’s key goal was
to increase awareness of the storm track
and improve public safety, it also had a
business benefit for Security First.
“Over a four-day period, we were
able to generate a little more than 3,500
app installs, which allowed us to offer
unique and helpful services and engage
with consumers beyond the campaign,”
Security First Insurance has continued to expand its digital channel capabilities to improve the customer experience
and make it easy for prospects to become
customers. Agile development has been
a key to this initiative.
“When we first deployed our mobile
app in 2009, we were following traditional system development where we tried
to build a larger set of features into the
app, launch it, and hope that it worked.
Today, we use an agile development
methodology, which changed our approach to system development. We start
with a much smaller product and make
incremental changes more quickly and
as we learn from users,” Buckley says.
One of the key changes was re-plat-
forming the mobile web quotation sys-
tem to a responsive design. “Previously
the site was laid out in a way that was not
responsive to different devices. Users had
to pan left and right to find information
when using a mobile device. It wasn’t a
straightforward, intuitive user-experi-
ence,” Buckley explains.
Redesigning the system generated
a 35 percent increase in the number
of quotes calculated online by mobile
users and an increase in mobile online
payments by 140 percent.
Initiatives such as this, which make
it easier for customers to do self-service,
are essential to improving the customer experience. “It sounds basic, but
enabling people to do what they want
to do regarding their insurance without
making a call is extremely important to
consumers, yet supported by only a limited number of insurers,” Cassidy says.
Security First Insurance uses Google
Analytics and the cloud-based Session-Cam, which records users’ activity on its
mobile site, to optimize the self-service
“Using different marketing analytics
technology gives us a full, clear picture
of the user experience and the challenges
they run into when using applications.
For instance, we are able to observe
mouse behavior and recently discovered
that people were getting stuck on the
question of ‘How much would it cost
you to replace your home?’ Some people
would skip it altogether,” says Buckley.
That discovery led the insurer to implement an improvement to auto-generate a
default value that the user can edit.
What constrains some insurers from
improving the digital experience is a
Graphic 2 Chart 1