Reinventing the service design of a traditional insurance agent role

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THE CHALLENGE

To understand customers and persuade customers to purchase insurance packages despite engrained cognitive biases and negative perceptions.

From the customer side, two of the main barriers to purchasing insurance are the bias toward present benefits over future ones and the general distrust and negative perception of insurance agents.

Insurance products are unique as they provide benefits in the long term but in the short term represent a significant cost. As humans, we are typically present-biased, meaning we tend to choose immediately rewarding options over future outcomes. This means that people may delay purchasing insurance since the benefits of that purchase are found in the potentially distant future.

Trust is a fundamental concept in any insurance relationship but can be notoriously hard to achieve. While there are mutual gains from trust for both insurance providers and customers, holistically, a key reason why trust is difficult to achieve in the insurance relationship is that both parties have external incentives to behave dishonestly to the other.

OUR APPROACH

BeHive recruited and interviewed life insurance customers who had previously had negative experiences with their insurance providers to understand the biggest painpoints around purchasing insurance from the client perspective. BeHive also interviewed some Groupama insurance agents to fully understand selling insurance from seasoned professionals.

The information gathered from these interviews, as well as a search of academic and industry literature, was used to develop 4 insurance customer personas. These personas were used for developing personalised communication strategies to target specific customer groups.

BeHive also designed a series of interventions for improving customer trust in insurance agents, and for reducing present-biased perceptions and decision making.

The Result

The personas that BeHive developed, and the interventions that we designed, allowed Groupama to:

Increase agent ability

Give their insurance agents the ability to more easily manage their client relationships and to personalise their services and messaging.

Improve perceived value

Improve the perceived value of their services and insurance packages to potential new customers.

Enhance customer-centric communication

Increase the focus on targeted communication strategies and customer-centricity of messaging.

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