Hastings Direct

Mobile App

£2m in cost savings through a best in class app
    Products & Platforms
    Consulting
CHALLENGE

The insurance market is a slow-growing and relatively ‘safe’ sector that is experiencing disruption from new entrants and price comparison services.  

In line with changing digital behaviours, Hastings Direct believed their customers wanted an app, but they needed to confirm this, identify the key customer journeys and validate the optimal technical approach for delivery. This needed to be supported by a business case that met the core company goals of delivering higher quality customer experience, increasing retention, and reducing cost to serve.  

INSIGHT

Servicing expectations were being set outside the industry for automation and self-service using mobile. This was reflected through research in which 60% of participants were likely / very likely to download a car insurance app that enabled them to edit & manage their policy. 

We identified that a well-designed and executed app could enable Hastings Direct to both significantly reduce contact centre operating costs whilst providing a leading experience for customers. 

Introducing the Hasting Direct Mobile App

Our starting point was running a series of workshops to align key stakeholders on business challenges, opportunities and a roadmap for change. We analysed the customer journey and other completed research to set the scope of the MVP and determine the initial specs, but also set milestones for future phases. 

We initially focused on giving people easy access to view and manage their car insurance policy, but over time we included new features and functionality to better serve the needs of customers (e.g. ENOL claims integration and support for home insurance). 

Most recently, this included an app-only telematics product, acting as a transformer for Hastings Direct, both because it opens up a new proposition area and provides access to car driving behavioural data that was not previously available. 
Hastings Direct Mobile app Our involvement has evolved as the success of the app has encouraged Hastings Direct to broaden and accelerate their customer service transformation
Policy details We initially focused on giving people easy access to view and manage their car insurance policy
Policy overview As the app evolved we added additional features such as an accident checklist, live chat and breakdown assistance
How to make a claim via the app Allowing customers to capture details from an accident and submit these as part of their claim process
TESTIMONIAL

“Many thanks to the whole of the Digitas team. You not only helped us realise the ambition to make the mobile app a key customer channel delivering business value, but enabled us to drive it forward as a capability within the organisation.” 

Sasha Jory Chief Digital and Change Officer, Hastings Direct
RESULTS
  • £2m

    Cost savings, redirecting call centre enquiries to the app

  • 1.2m

    App downloads

  • 4.7

    Star rating in the App Store, the highest in its direct competitor group

Digitas