For the 8th consecutive year, Colombus Consulting has published its study on the digitalisation of the customer experience in the Swiss insurance sector.
- The leading trio is still made up of the same players as in previous years, with Helsana still in first place and TCS taking second place from Groupe Mutuel, but the gaps are narrowing even further.
- The web audience continues to grow, but is growing less quickly for health insurers than for other insurers.
- AI-powered digital services have been emerging for several years now, and the acceleration in technology (with generative AI at the forefront) shows the potential.
Mobile applications are the focus of innovation, but the integration of third-party services remains inadequate
- Insurers are integrating innovative services into their mobile applications, such as the assessment of symptoms using artificial intelligence (Helsana, Groupe Mutuel, Assura), intelligent driving functionalities (TCS), and new options for a smoother user experience (CSS and Helsana).
- The Compassana and Well ecosystems were launched in 2022 with a strong ambition to accelerate synergies between healthcare players. 3 years later, the services exist, but their integration remains unclear, and the customer experience is not perfect
- With the average EcoIndex score for the panel as a whole stagnating at 29/100, players have not yet invested in digital responsibility in their digital services
Methodology
We have built this study based on measurements taken between March and May 2024 on a panel of 24 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, KPT
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: Facebook, Instagram, Tiktok, LinkedIn, X (ex-Twitter), Youtube
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.