The Situation
Recognizing that customers are increasingly looking to use their smartphones to complete online transactions, Manulife Financial called on Delvinia to help the company increase convenience for travel insurance customers.
Manulife also wanted to address the fact that a large percentage of purchases made through Manulife’s 1-800-COVER ME® phone number were for last-minute emergency travel insurance. The company needed a solution that would reflect its customer focus and tailor to this behaviour, enabling consumers to purchase travel insurance at the last minute and while they are on-the-go.
The Solution
To meet Manulife’s business objectives, Delvinia identified an opportunity for Manulife to satisfy the needs of busy travelers.
According to AskingCanadians™, Delvinia’s proprietary online research community, 32 per cent of Canadians own a smartphone and 40 per cent of owners report having used their smartphone while shopping.
Armed with that knowledge and insights gleaned from Manulife’s website analytics, we determined that a lot of people were coming to CoverMe.com from mobile devices—and that number was growing exponentially. To build on that momentum and the fact that more people are using mobile to buy insurance, Delvinia designed the CoverMe™ Travel mobile site and CoverMe™ Packing App.
The new CoverMe™ Travel mobile site allows customers to purchase the newly created CoverMe Travel Single Trip Emergency Medical plan at a daily flat rate, directly from their smartphones. Delvinia designed the mobile site, which is accessible by BlackBerry, iPhone and Android users, for ease of use. Users are guided through the purchase process in a limited number of steps, enabling them to buy insurance in minutes – and from anywhere.
When it came to designing the CoverMe™ Packing App, Delvinia’s research team noticed a trend with apps that have longevity and staying power. Utility-based apps that help people in their everyday life tend to be used more often and remain on customer’s smartphones.
The CoverMe™ Packing App, available for the iPhone, is designed to help travelers with the process of planning and packing for their trips. Users can download the free app to create customized travel packing lists from categories like Important Documents, Clothing, Toiletries, and most importantly Travel Insurance.
Key features of the CoverMe™ Packing App include:
- Creating new packing lists
- Editing customized packing lists
- Accessing the existing catalogue of multiple categorized travel items
- Adding your own items
- Receiving travel packing tips
The Results
Manulife’s new mobile site and app provides an additional valuable service for potential and existing customers and reinforces the message that CoverMe™ has its customers covered.
The mobile app reached 1,000 downloads and the mobile website had thousands of unique visitors in the first month alone.To visit Manulife Financial’s new CoverMe™ Travel mobile site, go to m.coverme.com.
The CoverMe Packing App can be downloaded for free from the iTunes Store.
