When it comes to marketing and sales, what's most important is the view — not the window. The same applies to technology choices for insurance agents.

Take mobile apps, for example. Agents who have bought into the idea of a mobile app may have been sold on the line that “Everyone is getting them and all your customers are on their smartphones.” It's generally true, but it's not the main reason for you to build and implement an agency app.

What's so special about the view? It's available no matter where your customers are. Because your app's features and functions are in the palms of your clients' hands, the convenience of connecting with you and getting information when they want, not just when you're available, is valuable.

But picking the features to include in your app has to come from your customers' perspective. Getting someone to download your app and take up space on a smartphone has to be supported by some pretty important convenience.

The following are features you should consider including in an app for personal lines clients:

- Filing a claim. This must include the ability to share photos of any incidents, downloadable forms that can be completed and submitted, and access to damage mitigation services.
- Status of a claim. This could be set up like tracking a package delivery, with a clickable claim number in the app that provides its current status.
- Information on coverages. Provide access to a copy of their declarations page.
- Schedule a call or appointment. Whether it's the client wanting to meet with the agent or the agent wanting to review coverage prior to renewal, clients should be able to schedule appointments through the app.
- Home inventory. Provide a function to support a client creating a list of possessions, including their makes, models and cost.
- Storage of Auto ID cards.
- One-touch calling.

Five mobile 'must haves'

- Keep in mind that the app should be functional. It sounds simple and obvious, but too often technology has glitches that make the basic elements not work ideally. Make sure your app developer is reliable and request proof that previous apps have launched without issue. Ensure that moving from tab to tab is trouble free.
- When users launch the app, it should be obvious how it's going to serve them and quickly deliver value.
- The app must look good. Visual impact serves not only to make the app look attractive, but also to direct eyes to the right places through the use of images and color. You probably have seen websites where the colors or pictures create a confusing and frustrating experience.
- Don't overcomplicate the app. More features are not necessarily better. Limit the number of clicks to get users to what's important.
- Include push notifications to message your clients — either individually or as a group — to stay in touch, provide valuable support before or during a catastrophe, and keep top of mind with them.

These five “must haves” describe the view for your customers; the fact that it's being delivered through the “window” of a mobile app is irrelevant. It's not about the technology, it's about what you can do with the technology.

Despite my personal bias toward the value of technology and apps, in this case I don't care how you provide these features as long as you find a way to make it happen for your clients. As an independent agent you'll be in a stronger competitive position.

Rick Gilman, APR, CMP, is president of South Orange, New Jersey-based Appsolute Marketing. Contact him at rick@appsolutemarketing.com. Opinions expressed in this article are the authors' own.

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Your app can't just look good, it must have a function

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