Colombus Consulting has published the 6th edition of its study on the digitalization of the customer experience in the Swiss insurance industry:
- Helsana, TCS and Groupe Mutuel remain at the top of the ranking for the second year running;
- Insurers are developing local services via digital channels, with conversational agents to facilitate contact with advisors or doctors at a distance;
- After the excitement surrounding the first uses of GPT Chat, generative AI offers new possibilities that health insurers are the first to seize.
Several players stand out this year:
- By developing healthcare ecosystems that aim to simplify patients’ lives (records, appointments, medication, electronic prescriptions, contact with a doctor…) brought together on an integrated mobile application (Well since 2022 and Compassana in 2023);
- By leveraging influencer marketing and partnering with Swiss sports ambassadors to gain visibility and subscribers (Belinda Bencic and Ajla Del Ponte for Groupe Mutuel);
- By offering collaborative services that reward policyholder contributors (TCS);
Few players venture onto Tik Tok, which has nevertheless enabled some to reach young people by accumulating several million views (Helvetia, La Baloise).
“Investments in digital are diversifying, particularly with generative AI and initial experiments with conversational services. The speed of implementation is remarkable compared with other, more complex AI projects, and this enables rapid testing in an often conservative insurance sector,” concludes Jean Meneveau.
Methodology
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 and load time), Customer experience (design, content and functions)
– Mobile apps: updates, comments and ratings, NPS (Net Promoter Score), in-store Search (ASO)
– Digital marketing: SEO, display, email, social networks, partners and earned media
– Social networks: Facebook, Youtube, Twitter, Instagram
Analyzed insurers: 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