UK insurers should look to entertain customers with gamification

Insurance companies should look to entertain their customers to keep them interested in the digital age, according to Aviva’s chief digital officer, Andrew Brem.

Insurance companies should look to entertain their customers to keep them interested in the digital age, according to Aviva’s chief digital officer, Andrew Brem.

Referencing the Aviva Drive app, Brem explained that he had surprised many people in his organisation by hiring a designer and gaming expert – who previously held a position developing video game ‘Call of Duty’.

UK insurers should look to entertain customers with gamification

“People at Aviva were gobsmacked,” he said in an interview with ComputerWorldUK. “Half the people got it: that person created a digital experience that millions of people come back to every day. The other half had no idea why anyone from gaming could tell us anything.”

Brem says he recognises the need for gamification in the industry to ‘make the boring interesting’ in the eyes of the consumer. It added that this was also necessary to utilise the huge amount of insight insurers can obtain from the insurance application process. Brem continued: “Historically we treat every application as if we had no clue about who was applying. That’s going to get totally turned on its head. We now have this incredible insight.”

One of the first of its type, the Drive app, which utilises telematics technology, has been a huge success for the insurer with more than 100,000 users now actively using the ‘game’ to lower their insurance premiums. 

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