Blog Post Special Background Agile Management

Study on the digitalisation of insurance companies.

How digital is the customer experience when taking out and using household insurance?

Merkle tested 18 insurance companies in Germany and Switzerland

Today's insurance customers want a cross-channel offering and, above all, intuitive operability. The simpler the process, the more positive the user experience.

But how digital is the experience today? This is the question addressed in our study "Taking out insurances online (not) a problem?! How insurance companies perform in digitalisation". We examined the customer journey of a private customer when buying and using household insurance.

We are the mystery shopper

We simulated a customer's journey: As a fictitious 30-year-old tenant, we took out household insurance with 18 insurance companies and used it online. This resulted in five core results.

Results and recommendations.

Mann vergleicht Versicherungen auf Tablet

The analysis of the customer journeys shows that insurance companies still have great potential for digitalisation today. The processes are often very long, fragmented and show many breaks. In addition, insurance companies do not use the variety of digital channels, such as live chat or video consulting, for customer communication.

Frau arbeitet am Computer

From the website to the customer portal to personal support: in our study you will find five recommendations for the entire customer journey. If you follow these recommendations, you can significantly increase your customers' experience. 

Die Management Summary der Namics Versicherungsstudie
Insights into the Merkle insurance study: the Management Summary
Einblick in die Namics Versicherungsstudie: Digitalisierungsgrad untersuchter Versicherungen
Insights into the Merkle insurance study: Digitalisation level of investigated insurance companies
Einblick in die Namics Versicherungsstudie: fragmentierte Customer Journey
Insights into the Merkle insurance study: fragmented customer journey

Do you want to improve the customer experience for your company?

Your contacts at Merkle: Tobias Hollritt for Switzerland, David Haunold for Austria and Benjamin Quitter for Germany