I’ve never been particularly taken with GEICO’s Caveman ads – it was curious it could actually drive the creation of a television show – but good for them that they’ve made both that and their down under gecko stand out as brand icons.
Recently, I was looking for auto insurance for a new used car - and was surprised and slightly shocked to find a couple of the larger agent based channels either very expensive or even unwilling to quote a new policy. I had a couple of very minor violations (the 5 over in a 30 MPH zone was particularly galling!), and even though I have had no accidents in over twenty years, I figured there might be a higher premium to pay, but couldn’t have expected either the quotes I received or the outright refusal.
Perplexed, I decided to follow the “caveman” path and check out GEICO. Initially skeptical, I headed for their website to see if I might at least get a quote. As I had already completed four other quotes, I was prepared with the raft of information on myself, my history and my vehicle the other sites had requested. While completing the effort at other sites, I couldn’t help but compare the experience to completing a medical history at the doctors. Where this experience differs from the doctor is that you feel your medical history is to give a context for the doctor to see your situation to diagnose and help you. In the insurance case, the online info gathered feels like so many reasons to NOT insure you. A delicate and actually emotive situation, as the dance between need, approval and rejection plays across the full experience. When looking at driver history, vehicle type and history, credit rating, you know you are being “rated” – and with no agent in play, there feels like no recourse to explain where that violation happened or plead a case of accident free driving. Similar to a bank loan, the dynamic of the sale and establishing a customer relationship is changed, at least temporarily, from a brand saying they want your business, to one where they might “grant” their company’s services to you but very, very much only if it is on their terms. The brand expectation of trust and “being there for you” can be disappointed in a powerful way.
Which brings us back to the GEICO experience. The site gathering the information needed for the quote was friendly in its tone; in a funny way, the gecko’s presence reinforces a brand expectation of friendliness, and eased some of he concern I brought to the site based on my experiences with other insurers. While the offer to speak with an agent is prominently displayed, and I’m sure saves my potential customers from quitting their application, I didn’t need to use that part of the channel. A couple of “Almost There” messages, about ten minutes to complete the quote request. Just as I was thinking it might take some time to prep the quote an almost instantaneous and positive response came back. As I had conditioned myself to expect an expensive or negative quote, I was bowled over the see a very, very, very reasonable quote, between one a third and a half cheaper than the others I had received. I had to do a couple of double takes – but was pleased that in just a couple of additional minutes following both my acceptance of the terms and selection of an easy arrangement of payment options, I was aproved and on my way.
Mind you this was at 7:30pm in the evening, and the next morningI received an email from the Tony Nicely, the Chairman of GEICO welcoming me to the GEICO family.
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Dear Bryan Lee,
Thank you for joining the GEICO family. Your auto insurance policy is now available for your review. Log into to view your policy paperwork. Again, thank you for choosing GEICO. We look forward to continuing to serve your insurance needs. Important Notice – Certain option forms and questionnaires may need to be printed, completed, and returned to GEICO. Customers in certain states will receive their ID cards in the mail. Sincerely, Tony Nicely |
A welcome indeed. I believe this is one of the most impressive customer experiences I’ve had with a financial services firm bar none.
GEICO has a great account management site as well – intuitive and to the point. While I have not had to try the call center, and hope to one day to see if the assisted experience matches the quality of the online experience. I suspect it will be well thought out as the online is. While I don’t know for sure, I could easily imagine the effectiveness nd efficiency of the online experience GEICO has created to help keep their costs under control. More importantly, to create a self service experience around an emotive product experience like insurance and carry it off well for their new clients and their firm is in my mind a differentiating factor in their market competitiveness.
“So easy even a caveman can do it!” I get it now, and am happy to return to my pre-historic days.
Easy indeed. Well done!
