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Alison Diana, InformationWeek
Alison Diana, InformationWeek
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How Apple Inspired Insurance Claims Innovation

Esurance's Video Claim app came after an interaction between its creator and his granddaughter via FaceTime.

Esurance aims to deliver the comfort of yesteryear's local insurance agent and the convenience and savings of today's electronic communications with an app-based video-claims service inspired by a 1-year-old's birthday party.

Designed for both iPhone and Android phones, the Video Claim app lets Esurance customers submit an automobile claim via video with a specially trained agent, says Joe Laurentino, VP of material damage, who came up with the idea after sharing his granddaughter's birthday party over FaceTime.

"It's a much more emotional involvement from a claim to a birthday party," Laurentino says, "but there's the same sense of comfort when you're dealing with a person. We had been doing things with photos, but photos are a very transactional-based relationship. I do something. You do something. There's no emotional involvement. A photo is great because that's where our society is. But in the insurance experience, you need that sense of comfort that the person on the other end is going to take care of your needs."

[Q&A: Why Tech is Crucial to Esurance's Brand Positioning]

Esurance develops its customer-facing applications internally, in part to tap the expertise of its marketing, IT, and appraisal teams. It then uses "test and learn" to develop and roll out the software quickly, says CIO Elinor MacKinnon.

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User Rank: Author
4/7/2014 | 4:32:16 PM
re: How Apple Inspired Insurance Claims Innovation
I'm sure it won't take too long. I just saw a commercial for this the other day; this is a great concept and I'm sure it'll catch on quickly. Laurentino is right - photos are good and effective, but video provides the level of interaction that most customers want.
Nathan Golia
Nathan Golia,
User Rank: Author
4/2/2014 | 7:50:40 PM
re: How Apple Inspired Insurance Claims Innovation
Cool story. I've started to use FaceTime a lot more myself for quick chats with my Apple-using friends and family. How long until video calling is cross-platform and we just call our insurers on the video phone?
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