Chat Prompts
When we were evaluating pop-up chat prompts that could be used on COUNTRYFinancial.com product and quote pages, we learned that homeowners wanted to avoid feeling like this when they interacted with a company in an online chat.
Hint: Queen and David Bowie sang about this, too.
What is under pressure?
We learned that homeowners preferred the chat prompt, "Welcome! I'm here to help if you have any questions" because it didn't make them feel pressured. As one participant put it, "The least pushy you seem, the more willing I would be to engage."
There are a number of different ways that clients and prospects could potentially search for a rep on COUNTRYFinancial.com. However, we learned that prospects and clients would prefer to input this type of information the most as they're starting off their search.
What is their zip code?
When asked what information they would prefer to use when starting a search for a local rep, 72% of study participants indicated that they'd prefer searching with their zip code rather than searching with their city, their state, their address, or their city/state combined together.
When we reviewed Customer Service Center notes, queries that clients were searching for on COUNTRYFinancial.com, and Qualtrics site intercept comments, we learned that there was an opportunity to add this information on COUNTRYFinancial.com for auto insurance customers who have gotten a flat tire or who need to get their battery jumped.
What is roadside assistance information?
Auto insurance clients were looking for the following information:
-How can I contact roadside assistance?
-What is covered by roadside assistance?
-Do I have roadside assistance coverage? If not, how can I add coverage, and how much does it cost?
-Where should I send my towing bill so that I can get reimbursed?
We will be adding information about Roadside Assistance to COUNTRYFinancial.com this year.
Reps shared that when they meet with a client for an IFR appointment, there can be delays in how quickly they can provide recommendations and service a client when this happens.
What is not having the full picture of the client's financial situation?
Reps underlined the importance of client preparation for IFRs. When clients don't have the right documents or other information needed, it limits how efficiently reps can service and support them during and after the appointment.
When asked how they would improve the pop-up chat prompts that they were evaluating, homeowners recommended that we keep it real and make it clear that they would be interacting with this.
What is a real person?
Multiple participants put "REAL" in all caps to emphasize how they wanted to talk to a real person and not a bot. Bots were seen as "frustrating" and not an ideal option compared to a "friendly representative."
Analytics data, feedback from UX research participants, and Qualtrics site intercept comments indicated that prospects needed to clarify this information about COUNTRY Financial while they were in the process of searching for a local rep.
What is the locations where we do business?
Analyzing data from multiple sources helped us uncover the insight that prospects were having trouble identifying if we offered products/services in their location. To address this issue, we added a map and a link to our locations onto the Rep Search page on COUNTRYFinancial.com.
Analyzing user search queries on COUNTRYFinancial.com and the claims experience on competitor websites revealed an opportunity to add information for auto insurance clients who need to fix this part of their car.
What is: their windshield?
Auto insurance clients were looking for the following information:
-How does coverage for my windshield work?
-What repair shops should I go to?
-How can I file a claim and get a refund for damage?
We’ll be adding information about windshield repairs to COUNTRYFinancial.com this year.
Before having an IFR appointment, homeowners wanted to better understand this type of information so that they could have an informed conversation with their rep.
What is their current insurance coverages?
Some homeowners weren't entirely sure what type of coverage they had and wanted to understand this first to ensure that they could have a productive conversation with their rep.