Revamp of mobile apps makes customer engagement easier at Zurich

Zurich Insurance Group (Zurich) is making its customer experience a lot more “app-friendly” with improvements that make access to products and services easier.

The work done by the App Marketing team is a response to customer feedback that indicated Zurich’s apps weren’t providing the value they were looking for. In 2019, the team started its journey and introduced the global “Mobile App Champions” network consisting of almost 40 colleagues who are helping to improve local and regional Zurich apps and supporting business units and countries that want to create or revamp apps. Their efforts reflect Zurich’s long-term strategy of further sharpening its focus on customers and creating innovative ways to interact with them.

“It’s not enough to simply create apps and make them available; they have to be constantly revised to meet customers’ changing needs. We listened to feedback and used it to shape our mobile app strategy for 2020 in order to provide a seamless customer experience,” said Lars Gehrmann, Senior Program Manager for Zurich Insurance Mobile Solutions and Global Lead for Mobile App Marketing.

“Our network of app champions and colleagues who are marketing enthusiasts is growing, which confirms that we are focusing on the right strategy,” said Larissa Marx, App Marketing and Social Media Analyst. “But this is just the beginning. We will continue to create awareness around the value of mobile apps and how even small improvements can make a big difference for our customers.”

The work began in 2019 and is paying off with great successes. In Argentina, downloads of the Zurich Now app have increased by around 230% now that customers can find it more easily with keywords. And, updating the WebChilena Zurich app to ask for user ratings has significantly boosted traffic and the number of positive customer reviews.

“Reviews are particularly helpful in shaping Zurich’s products and services”, Christinne Cuyugan, Project Lead and Global App Marketing Expert said. “We engage with customers by reading their reviews and understanding their needs. And, we are able to improve the experience for existing customers by sending personalized information and offers related to the information they provide voluntarily through the apps, adhering to all applicable data protection.”

Zurich mobile apps are now easier to find and download with the addition of the Zurich Insurance App store at Google Play and the App Store. Keeping Zurich apps in one place also makes it easier to manage quality control and provide consistent customer satisfaction, Mr. Gehrmann explained.

Mobile apps are particularly attractive to Millennials and Gen Z customers who expect online offerings and are comfortable accessing them, he said. “Providing quick access to information, easy policy management and a streamlined way to communicate with customers are attractive features for these customers and others who value an innovative approach to insurance,” Mr. Gehrmann noted.

“There is potential for our mobile apps to increase their market share – compared to other mobile insurance apps – as we implement the improvements and strategies developed with our Mobile App Champions,” said Ms Cuyugan. “There are huge opportunities here; it’s an exciting time to be part of Zurich’s mobile app team.”