El devenir de una sociedad más conectada nos muestra un acostumbramiento general al uso de dispositivos móviles en los diferentes traslados diarios de las personas; esta habitualidad lleva a los usuarios a estar cada vez más conectados y pendientes de las compañías con las que se relacionan. El mundo del seguro no es ajeno a esta realidad, obligando a las entidades a desarrollar más y mejores aplicaciones y servicios desde Smartphones teniendo en cuenta la agilidad en el accionar, el diseño y velocidad del hombre móvil hiperconectado. Bajo la premisa de que el usuario requiere cada vez más plataformas adaptadas a todos los equipos móviles que utiliza; por quinto año consecutivo TBI Unit realizó el análisis sobre la adopción, uso y desarrollo del servicio de Mobile Insurance en Sudamérica y su comparación con las compañías más destacados del mundo en este aspecto (Informe único en la región).
Este estudio nuclea la evaluación de 49 compañías a nivel regional de los siguientes países: Argentina, Brasil, Chile, Colombia, Ecuador y Perú. Y su comparación con 8 de las más destacadas en Mobile de países como Estados Unidos y España. El relevamiento fue realizado en enero y febrero 2018.
Algunos datos destacados de la investigación:
- Según el índice que elabora TBI Unit el promedio de la región mejoró frente al año anterior, totalizando 48 puntos. Aún se mantiene una brecha importante frente a las compañías destacadas mundiales en servicios móviles de seguros.
- El ranking de las primeras 5 compañías en América del Sur muestra cambios frente a 2017 y se conforma de la siguiente manera: Mercantil Andina (Arg) primera, Liberty (Bra) segunda, Sancor (Arg) tercera, Porto Seguro (Bra) cuarta y en quinto lugar La Segunda (Arg). La diferencia entre la primer compañía de Sudamérica y la última es muy similar respecto al año anterior y es de 52 puntos.
- A diferencia del año anterior,Argentina es el país más destacado, llegando a un puntaje de 54 puntos promedio, manteniendo una diferencia de 14,4 puntos con Ecuador que se ubica en la última posición (39,4). Esto lo demuestran varias compañías que han implementado diferentes estrategias hacia su cliente móvil, entre ellas: La Segunda, Mercantil, Sancor y San Cristóbal.
El análisis de este año involucró 4 grandes áreas con 55 parámetros analizados en cada compañía.
- La primera abarcó lo relativo al full site, desde la capacitación e información sobre el uso de servicios desde el canal Mobile para sus asegurados, hasta el diseño que se adapta a dispositivos móviles, pasando por funcionalidades y seguridad.
- La segunda y tercera abarca el análisis desde dispositivos móviles, como son Sitio Web Móvil y App, desde esta visión se analizó el diseño, la usabilidad, las funcionalidades e información disponible.
- La cuarta parte evaluó las operaciones disponibles, desde el Sitio Web Móvil transaccional y Apptransaccional. Buscando además remarcar servicios que muestren innovación que aún no sean aplicados a nivel de la región.
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