Trends Report

Get Mobile Insurance Strategy Right By Designing For Customers' Mobile Moments

January 12th, 2015
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
With contributors:
Peter Wannemacher , Oliwia Berdak , Benjamin Ensor , Julie Ask , Audrey Blumstein , Alex Causey

Summary

Mobile strategies fail when firms fail to understand evolving customer expectations or outline clear business objectives. eBusiness and channel strategy executives at insurance companies should document a strategic plan that all stakeholders — marketing, product teams, digital business teams, and technology management — agree on. This report answers two essential questions: How do we build a strategic plan, and what should be in that strategy? This report also includes our mobile insurance initiative checklist, designed to help eBusiness and channel strategy teams avoid common mistakes and succeed in mobile insurance. This report was originally published on August 23, 2013; Forrester reviews and updates it periodically for continued relevance and accuracy, and we substantially revised it to reflect new research as of December 2014.

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