MoneySupermarket.com, a leading UK comparison site, has appointed integrated mobile and digital technology business Mobile Interactive Group (MIG) as its mobile technology partner to handle the on going development and running of its mobile communication, mobile internet and apps.
Appointed at the beginning of 2011, MIG was tasked with consulting on MoneySupermarket’s mobile strategy and analysing ways that the company could further develop interactions and communications with their customers through mobile platforms.
The consultation was distilled into three phases:
· Mobile Communications - Optimising existing email communications for mobile
· Mobile Internet – Building an optimised mobile internet experience
· Mobile Internet and App Experience – Delivering an integrated and dynamic mobile web and iPhone application experience.
MoneySupermarket recognised that people are increasingly using their mobiles for accessing their email. Therefore phase one, the ‘Mobile Communications’ piece, focused on optimising existing email communications for mobile, which included device recognition to ensure consumers received a communication that rendered on their personal device. Adopting a simple three step customer process, opted-in customers receive an email or SMS, are presented with their results page (detailing their quote) and are prompted to ‘click to call’ the provider. This service went live 1 September 2011.
The ‘Mobile Internet’ phase, which went live on 27 October, serves customers with an optimised mobile page that integrates a new feature called the ‘Concierge Service’. The ‘Concierge Service’, which sits logically between the initial communication (email or SMS) and the results page, asks a customer if their details have changed (for example ‘Have you moved house? Has your address changed?), and prompts them to update them via a ‘Simple Edit’ which allows up to two amends. MIG’s mobile technology platform mVoy Communicate was utilised to build the mobile optimised page.
Phase three, ‘Mobile Internet and App Experience’ went live on 18 November and introduces the ‘Complex Edit’ feature to the ‘Concierge Service’, plus an application built specifically for iPhone and iPod Touch owners. The ‘Complex Edit’ feature allows people to make multiple amends and automatically detects the customers’ device, rendering and presenting the right mobile site for consumers adopting the mobile internet route.
To ensure a great user experience, the MoneySupermarket mobile internet site and the app automatically remembers and stores the customers’ details. The application, which was designed and built by MIG, enables both new customers and existing customers, who would be looking to renew their policy, to obtain a full quote across MoneySupermarket products via mobile.
Julie Fisher, Head of Home Insurance and Home Services at MoneySupermarket explains: “Mobile commerce is becoming increasingly important for every business. Our project with MIG gives our customers the opportunity to create, retrieve and alter motor insurance quotes, plus either phone or link through to insurance providers to complete their payment journey. The three phase approach we’ve adopted incorporates optimising email communications for mobile, launching a mobile internet experience and an App to ensure a fully integrated mobile experience.”
The launch of MoneySupermarket car insurance is a real leap forward for the industry. We hope that by having a great car insurance buying experience over mobile for our customers, the industry will soon follow our lead and continue to optimise their sites to support those who want to buy their car cover on the move.”
David Balko, Client Services Director, Mobile Interactive Group adds: “This has been a really great and collaborative project which has pulled on all of MIG’s strategic, creative and technological expertise. The app utilises all of the Apple functionality, combines great designs and has grouped key customer questions together into groups, to turn what was once a complicated solution into something that is simple, easy and effective for all MoneySupermarket customers to use.