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

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

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

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

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

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  • Filing a claim. This must include the abilityto share photos of any incidents, downloadable forms that can becompleted and submitted, and access to damage mitigationservices.

  • Status of a claim. This could be set up liketracking a package delivery, with a clickable claim number in theapp that provides its current status.

  • Information on coverages. Provide access to acopy of their declarations page.

  • Schedule a call or appointment. Whether it'sthe client wanting to meet with the agent or the agent wanting toreview coverage prior to renewal, clients should be able toschedule appointments through the app.

  • Home inventory. Provide a function to support aclient creating a list of possessions, including their makes,models and cost.

  • Storage of Auto ID cards.

  • One-touch calling.

Five mobile 'must haves'

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  • Keep in mind that the app should be functional. It sounds simpleand obvious, but too often technology has glitches that make thebasic elements not work ideally. Make sure your app developer isreliable and request proof that previous apps have launched withoutissue. Ensure that moving from tab to tab is trouble free.

  • When users launch the app, it should be obvious how it's goingto serve them and quickly deliver value.

  • The app must look good. Visual impact serves not only to makethe app look attractive, but also to direct eyes to the rightplaces through the use of images and color. You probably have seenwebsites where the colors or pictures create a confusing andfrustrating experience.

  • Don't overcomplicate the app. More features are not necessarilybetter. Limit the number of clicks to get users to what'simportant.

  • Include push notifications to message your clients — eitherindividually or as a group — to stay in touch, provide valuablesupport before or during a catastrophe, and keep top of mind withthem.

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

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

Related: Match your marketing goals to the correcttechnology

Rick Gilman, APR, CMP, is president of South Orange, NewJersey-based Appsolute Marketing. Contact himat [email protected]. Opinionsexpressed in this article are the authors'own.