The gaping hole in communication

R+V's 5 million automotive customer base is broad, diverse and is acquired through multiple, mostly offline sales outlets. Typically for the German market, customers receive their data printed on a plastic or paper card when taking out insurance. While this meets some elementary needs, such as the availability of one's own data in the event of an accident, the analog process poses obstacles both in terms of cost efficiency and commitment. Just having insurance is not a high-involvement issue and only becomes relevant in situations such as accidents, claims or invoices. Corporate communication would therefore aim to reach customers via appealing touchpoints outside of transaction situations, but sending letters is not a suitable tool for this.

Traditional insurers such as R+V are thus faced with the challenge that we call the gaping hole in the customer life cycle:

• The lack of digital presence is driving customers into manual, expensive support channels
• The lack of real-time communication means that the insurer is unable to enable preventive measures
• Lack of engagement leaves customers without partners throughout their life cycle

A series of proprietary and specific apps were introduced by R+V and other insurers to steer interaction to a digital medium. Such apps can be beneficial for a small target group in complex scenarios, but they are not enough to reach a broad customer base with reasonable effort. Accordingly, our solution also had to be proven by low development and maintenance costs and a high level of penetration.

No plastic, no paper

The R+V car insurance pass is available for iOS and Android devices. From various integration and distribution methods offered, R+V decided to send welcome emails via the MMP solution, which address each individual user with a download link to their Police Pass. Since the (analog) issuance of an insurance card is a familiar process for German insurance customers, the offer of a digital version can be used as a communicative door opener.

Basic functions of a policy pass provide digital access to insurance benefits:

• Policyholder data are displayed on the policy pass and are always kept up to date
• The insurance and Scope of coverage is synchronized with the contract
• digital channels and portals are accessible via Policy Pass
• Branding elements are presented on well-known platforms with little design effort

The availability and relevance of this data serves to make it easy to access insurance benefits when required. Accordingly, there is a natural user interest in having this data available on their own mobile device. For insurers, even the basic functionalities offer the advantage that the costs of analog sales are eliminated and customers are shifted to cost-effective, digital channels. Clicking on the link is more convenient than making a phone call.

Data protection and IT security have received a great deal of attention and care as the policy solution processes personal data. Miss Moneypenny Technologies is ISO 27001 certified and operates its systems exclusively with EU providers. In combination with verifiable user login as an integrated function, we were able to get the green light to even carry out the pilot project with real data and the subsequent rollouts with insurance data and gain realistic insights into the actual customer base.

Digital and smart

The pilot project started off lean, secured R+V the first mover position with a ramp-up time of just eight weeks.

The solution has evolved significantly since its introduction — from day one, we were convinced that a digitized version of a plastic card simply wasn't enough to close the communication gap.

The latest feature set available with our Policy Solution includes

• Simple and privacy-friendly sharing of information in the event of an accident: The party involved only receives the necessary information and is directed to efficient claim channels
• Automated individual communication: As campaigns, segmented according to target groups and personal interest, R+V offers
• User-driven interaction: We value the customer base
• Which communicates through integrated preference selection, feedback, and more. And where 1-to-1 communication is required, our solution definitely makes it possible to access and contact them individually.
• Regional weather alerts: Severe storms and snow await near you! The policy pass informs you at an early stage and helps prevent damage
• Always native: Did we say we don't believe in app downloads? The full customer experience is available on both iOS and Android devices with individual push notifications via native platforms
• ... and thanks to continuous valuable input and insights from our partner R+V, we will add benefits and unusual features even faster. Rollout to R+V's entire customer base: Currently in progress.

It works.

Our goal was to close the communication gap with a solution that reached a broad user base in an appealing yet economical way. After >300,000 appealing touchpoints with R+V's customer base through Policy Passes.

This is what the total figures look like

Performance measurements show how our solution serves as a digital anchor on personal devices — it converts, stays, and is used over long periods of time. And yet it builds on existing technology and our SaaS solution, doesn't scale or eat up R+V's budget.

And the customers?

This excerpt from R+V market research across all genders and age groups underpins our key performance indicators. High ratings for overall satisfaction, recommendation and intent to use say: Users love it! The more detailed feedback on features, usability and individual benefits was just as overwhelming

We've only just begun. The benefits and results have led to R+V's decision to use our solutions as a central, long-term and cross-product customer interface. A big thank you goes out to our mentor, partner and client R+V, who built bridges between corporate and start-up worlds and set a useful example for the entire industry. Continuation for the next 4 years.