Lucky – e – e – e – e you’re with enterprise 2.0!

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 ūüôā It was for the new “Claim Assist” mobile app:

"AAMI Claim assist)

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:

http://www.thinktv.com.au/media/Case_Studies/AAMI_Case_Study.pdf

http://www.campaignbrief.com/2011/11/version10-starthtml0000000149-85.html

http://www.aami.com.au/sites/default/files/fm/news/TvCampaignAcknowledgesOurRealHeroes.pdf

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7 thoughts on “Lucky – e – e – e – e you’re with enterprise 2.0!

  1. Hi Adam,

    A great read. I actually saw the ad myself a few days ago and gave a small chuckle at how ridiculous the ad was, as most ads are these days. My first thoughts were “now they will be more strict with claims” and “what if someone is badly injured and unable to take photographic evidence?”. Despite these questions, after reading this i am able to see it from AAMIs point of view and agree it is very beneficial to them, and a quick, simple option for people in less serious accidents.

    Regards,
    Victoria

  2. Hi Adam,

    A very interesting post indeed, though I hope I’d never get into a traffic incident but you never know when and where things like that could happen. And I totally agree with what you say about the advertisement, it has been done excellently.I am with RACQ and I think this application gives me a sense of comfort and peace of mind knowing that there’s nothing to worry about.

    Thanks for the excellent post Adam, please feel free to drop by my blog at http://calditz.wordpress.com

    Calvin

    • Hi Adam,
      AAMI Made a good move by implementing this because it also empowers the customers who aren’t dodgy. As you said they felt a lot more confident in the advertisement as they could just take a picture and be aware that all the necessary information would be recorded in the picture.

      I think this application will be good overall for the end user, I mean even if you are dodgy, nobody is forcing you to download the application … yet.

  3. I had no idea AAMI had developed such an app. This is great! I wish my insurance company implemented something similar as it would ease the insurance claim problems in the process of “who is at fault”; and may possibly eliminate the need to draw your car accident for them.
    Recently I was in a car accident where a yellow cab cut into my lane and wiped the front of my car off – I’m still going through the insurance claim process arguing it was his fault and was required to send my insurer my photos and videos of the accident. My car accident was two months ago.

    This app is amazing for this as everything you should do (ie. take photos of car positions) is right in front of you, and you can remember to do so in your stressed state. Obviously this app would not be suitable for all applications, such as a horrific accident where people have been severely injured – however police and emergency services would be at the scene assessing it, rather than you providing details to your insurance company =)

  4. Hi Adam,

    Great analysis of the situation! I wasn’t able to make all these inferences when I looked the commercial.

    It was good the fact that you explained the flip side for the dodgy customers and I agree with Adam Cassar in that the implementation of this tool will make the process more efficient for reliable customers and not so good for the dodgy ones.

    Now, I’m not familiarised with how insurance companies work, so my question is: if an AAMI customer is to blame for a crash, they wouldn’t receive any sort of compensation? Who will pay the expenses of damages and injuries of the customer and other people involved?

    Good job!

  5. Hey Adam,

    that was a very interesting read! I really like your example of the AAMI insurance you brought up in your post!

    It is just so amazing how such 2.0 Tools can save organisations tons of tangible(millions and millions of savings in $$) and intangible value.

    From the organisation’s point of view, it would save them the manpower – telephone operator-wise in the case of an accident. As from the point of view of the consumer, it would save them the time as well as the panicky factor of needing to call, they can be assured by just snapping the picture of the carcrash scene.

    Extremely beneficial two ways, I would say.
    Great job, Adam!

  6. Hi Adam, I didn‚Äôt realised AAMI has the claim assist app until I read your post. Being an AAMI customer, I think it‚Äôs a really handy app to have. It is really useful for customers to take pictures of the scene and submit the report while the accident is still fresh in their mind. Sometimes discrepancy in the report exists because people just simply forget the fine details of the accident. In saying that, I do hope I won‚Äôt have the need to use it in the near future ūüôā

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