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Let the Games Begin! Customers Love Them

People love to play games. And gamification can help carriers leverage behavioral psychology to increase sales and reduce customer churn — especially as people buy more insurance online. 

Carriers that have adopted gamification in their marketing strategies are already experiencing the benefits. Gamification can make tedious processes fun! Some of the best ways to gamify your customers’ interactive experience include: 

Several insurance companies have adopted gamification in their marketing strategies. Some of the most common applications of gamification in insurance include: 

• Educating customers on products/services
• Simplifying complex processes
• Promoting innovative business models
• Promoting the company’s brand
• Promoting awareness for healthy behavior 

Gamification in Insurance -> Lead Generation 

Some insurers are using gamification to educate clients on their products. Carriers can facilitate this by creating gamification systems that provide customers with information about the different insurance plans available to them. 

For example, created a quiz about dental health. The quiz was intended to generate leads for their outbound team and increase awareness of their dental insurance products. 

This method of gamification taps into the user’s emotions by making them feel like they have accomplished something by completing the quiz while the insurer promotes their brand and educates clients on their products/services. 

Encouraging Healthy Living

Gamification can also influence people to change their behavior for the better by raising awareness for healthy behavior. 

Building Brand Affinity 

Some insurers are even integrating branded elements with existing games and applications to increase brand affinity with a new user base. This is an excellent example of how insurers can use gamification to their advantage without creating an entire system or application from scratch. 

Get in the Game 

Insurers need to understand how gamification can help customers stay engaged, understand insurance products better, lower their premiums and improve their lives all at the same time. As insurance becomes more digitized, carriers should experiment with gamification across their digital properties to better connect with customers. With gamification, they can better understand what customers want and simplify complex processes to speed purchasing of insurance products. 

Of course, insurers also need modern systems for underwriting, rating and processing new and renewal business before committing to gamification.  Without state-of-the art internal systems, gamification is more likely to fizzle than sizzle and frustrate rather than entice.