We are all familiar with the catch song – lucky-e-e-e your with AAMI. They are an insurance giant worth millions and millions of dollars. Last night I caught their latest advertising campaign on TV – I rarely watch TV – but lethal weapon was on so I made an exception 🙂 It was for the new “Claim Assist” mobile app:
Anyway, the scenario in the new advertisement:
Two women driving along having a conversation, it’s quite in depth so you are concentrating on that more than anything else. Out of nowhere they have a crash that isn’t their fault. They’re not hurt but there is damage to the car, do they freak out? No… Do they panic at all? No… They simply continue their conversation while stepping out of the car, one of them whips out her smart phone and captures the incident with AAMI’s latest app “claim assist”.
The innovative app encourages customers to take instant photos of the scene and submit it straight to AAMI with the click of a button, where it is time stamped and cataloged for future reference.
I think this is an extremely smart move, and an excellent example of enterprise 2.0 being utilized in a correct way. In a way that signals the implementing organisation is aware that enterprise 2.0 benefits are often cascading and appear later down the track.
AAMI are empowering themselves. They are giving themselves instant, up to the second, evidence of an accident scene that could potentially cost them money, they are instantly reacting through harnessing the power of enterprise 2.0
Can you even begin to imagine how much money this is going to save them?
It will reduce the possibility for:
* Dodgy accident reports
* Drivers later changing their minds after making an admission at the scene.
* Peoples account of the circumstances being different.
This would equate to huge savings for payouts that were probably only ever pay outs because of stories told by people, and possibly in some cases fabricated by people.
It is also evident that AAMI are smart enough to have realized that this is the case. Therefore, they are willing to invest the money for an application that can provide them immediate photographic accident evidence, an up to the second rock solid reliable witness. AAMI can then make judgments considering this first hand evidence in addition to the usual procedure.
Whatever ROI calculation (I blogged about ROI here) AAMI utilise to analyse this has indicated that an advertising campaign on TV to promote this product was also worth the investment. Which, is exactly where I first saw the concept of the “claim assist” app.
The advertisement portrayed characters that displayed absolutely no stress upon having an accident. Everything was finalised and taken care of as soon as they took the snap on the AAMI app. They were not worried and displayed zero stress and zero discomfort.
The flip side? I would say that AAMI are going to be a lot less public in announcing that this will most likely enable them to be a lot more cut throat with accident claims they pay out on. So, your version of the story does not fit with the photographic evidence you submitted?? – bad luck.
AAMI are smart enough to see the coin on both sides, have done the math, and have worked out that in the long run it will benefit them hugely, and more than deliver on initial investment. The genius is in the way they market the app to their customers. They are able to sell it as a benefit and a convenience, as a free service, a perk of being with AAMI.
A fantastic example
Clearly, AAMI realise that the way enterprise 2.0 is implemented is everything, whether or not it is successful is so often in the way it is first introduced to its target market.
This is flawless enterprise 2.0 implementation by AAMI. Flawless research, quick, and to the point. They knew what they were looking for and knew what to implement to get it.
Companies need to adopt this attitude regarding enterprise 2.0 implementation globally to truly realize and harness it’s potential.
I believe this is only a matter of time, and a greater number of companies like AAMI publicly acknowledging (proof is in the doing) returns from enterprise 2.0 can be cascading and take time to appear as merely part of the ROI consideration, is going to help cement the way for others.
Do you think the claim assist app is a good idea? Can you see it from both perspectives?
These references were excellent: