State Farm Insurance and USAA Remain #1 for Best Mobile Site and Best Mobile App - Top US Auto Insurance Mobile Properties Studied by Key Lime Interactive

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Consumer Preferences and Best-In-Class Features Identified And Incorporated Into Key Lime Interactive’ s Mobile Grading System

For the past year Key Lime Interactive (KLI), a leader in mobile experience testing, has surveyed consumers in the auto insurance industry to closely follow over time the expectations and demands they place on their auto insurance carriers. The results are consistent – the most desired features by customers are access to account management tools, viewable insurance ID cards and a means to efficiently collect accident details to file a claim. Prospects want to be able to bind a quote from their mobile device. Carriers are taking note.

In the fifth iteration of their renowned competitive review, KLI carefully considers these consumer preferences and then places the offerings put out by eight carriers side by side for thoughtful evaluation. Ultimately, KLI scores each company and the leaders serve as role models for the rest of the industry and the mission to retain consumers and meet their demands continues.

“We’ve seen a continual evolution of these tools from quarter to quarter” reports Eugenio Santiago, lead KLI researcher for this report series. “Over time the gap between the top performers and the remaining mobile offerings appears to be closing. We’re noticing that the reported needs of consumers that emerge in our study are being considered and often met by the carriers. Features such as bill pay, fast estimate vs. full quotes, and roadside assistance enhancements have recently been added by a number of top performers. We predict this will increase consumer satisfaction. We’re thrilled to hear that carriers are integrating the survey results as part of their mobile strategy.”

In the most recent release (September 2012) KLI praises State Farm for the Best Mobile Website, while in the Best Mobile App portion of the study USAA regained sole ownership of top performer status. The entire study and/or associated annual subscription are available for immediate purchase.

Additional Report Information
KLI’s Auto Insurance Mobile Heuristics were used to determine the overall score and ranking of eight (8) carriers including State Farm, Allstate, GEICO, Progressive, Nationwide, Travelers, USAA and Liberty Mutual. These heuristics consisted of a combination of a capabilities assessment, comparative feature ranking and overall user score and ranking.

The methodology first aimed to understand, using consumers’ self-reported preferences, which features and tasks were must-haves when it came to interacting with the mobile property. These identified features were then placed into tiers to highlight their importance. Finally, these tiers were used in the algorithm used to tabulate the final scores.

KLI recognizes the importance of aligning business-centric goals with consumer-centric needs to produce winning solutions and makes this a core component to all deliverables. This incorporation of user feedback is a primary component for this and all studies across various industries ranging from finance, retail, hospitality, etc.

Additionally, the expert contribution to the report pushes the carriers to consider ways to improve their offering by identifying and prioritizing areas that can be improved in general and for each specific property. “Our best-in-class highlights and the listing of available opportunities that we’ve identified for the carriers is another point that receives a great deal of attention. The carriers can compare this with their own research or use it as a starting point for future strategic planning” reports Santiago.

All mobile property assessments included are as of September 21, 2012. The next iteration of the study will be available on Friday, December 21, 2012 and will include any user preference changes by collecting new user data as well as the improvements or changes for all listed carriers as compared to the September 2012 assessment.

To inquire about purchase of the published report please reach out to Key Lime Interactive for more information at sales(at)keylimeinteractive(dot)com

Researches, Designers, Executives, Journalists and Bloggers in the Insurance Industry are encouraged to contact Key Lime Interactive with any additional questions.

About Key Lime Interactive
KLI is a customer experience research agency with proven excellence in both quantitative and qualitative user and consumer testing. To serve our growing client list of Fortune 100 companies, we conduct competitive research, true intent / voice of customer studies, and prototype studies using quantitative methods. Additionally, we're experienced in moderating one-on-one interviews/ usability studies, focus groups, and eye-tracking studies for both the traditional and mobile web. Ultimately, our goal is to empower teams to use consumer/user experience data at any and all phases of product development; from strategy to implementation. We aim to provide the true perspective of target users and build exceptional consumer-driven solutions.

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Jennifer Knodler
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