Colombus Consulting has published the 7th edition of its study on the digitalization of the customer experience in the Swiss insurance sector:
The top three remain unchanged for the third year running, with Helsana still in first place and Groupe Mutuel narrowly edging out TCS for second place;
Audiences continue to grow on the internet, and particularly on social networks, with spectacular growth, an upward trend imitated by investment in digital marketing;
The integration of AI into the sector continues to make headway by virtue of new services, albeit at a relatively moderate pace.
The sector continues to show strong dynamism through the consolidation and renewal of services:
- Several insurers are developing services to secure personal data (cryptographic key rather than password, dedicated cybersecurity app, etc.);
- Although there is still room for improvement in mobile applications, the customer experience is being optimized through discounts for safe driving, and partnerships with partner and third-party applications;
- Insurers have seen very strong take-up of social networks, with spectacular growth in engagement on Instagram (+240%) and TikTok, with some insurers investing in the latter network and recording tens of millions of views over the year;
- AI integration is developing through the adoption of conversational agents by several insurers (Helvetia, Generali), rapid symptom assessment (Groupe Mutuel) and risk management (Swiss Re);
- Climate risks, inflation and the potential of AI reinforce the need for the sector to step up the pace of innovation.
“Insurers are strongly developing their digital presence, particularly with the exceptional growth on social networks driven by ambassadors and influencers. Nevertheless, the potential of data and AI in services is perhaps advancing too slowly regarding market expectations,” comments Jean Meneveau, Associate Director at Colombus Consulting.
Methodology
We have built this study based on measurements taken between March and May 2024 on a panel of 23 major players in the insurance sector and 2 integrated healthcare ecosystems.
Analyzed insurances: Allianz, Assura, Atupri, Axa, Bâloise, Concordia, CSS. Elvia, Generali, Groupe Mutuel, Helsana, Helvetia, la Mobilière, ÖKK, Sanitas, Swica, Swisslife, Sympany, TCS, Vaudoise, Visana, Wefox, Zurich
Health ecosystems: Compassana, Well
We offer a digital index to measure the 360° digital performance of operators according to more than 50 indicators:
– Website: audience, performance (bounce rate, visit time, load time, core web vitals), customer experience (design, content and functions) and digital responsibility (EcoIndex)
– Mobile apps: updates, comments and ratings, NPS (Net Promoter Score), Search (ASO) in the App stores
– Digital marketing: SEO, display, e-mail, social networks, partners
– Social networks: LinkedIn, Facebook, Youtube, X (ex-Twitter), Instagram
Solutions used:
We used various market data collection tools. We reworked all the data in the form of an index for a simple, visual benchmark of the sector. The solutions we chose were : Decodeapps, Similar Web, Semrush, Built with, Google, PageSpeed Insights, EcoIndex.