Taxi fleet plus review 18.10.2011

TFP Website Optimisation Review18th October 2011

Mike Walsh

Introduction

3

· TFP have a successful business with the majority of the business coming through a network of national brokers, these brokers use the TFP schemes portal to obtain quotes and manage policies online, this was last updated in 2008, advances in technology and website design now allow TFP the opportunity to improve the current offering for the benefit of both users and TFP.

· In 2011 TFP have undertaken a review of its web based solutions with a view to optimizing it’s current offerings using technological and usability enhancements to design a best-in-class online sales and service model

· This report details the findings of that review and the impact that these recommendations will have to a web-based insurance user journey

· Implementing these recommendations will help TFP ensure that the quote and after –sales servicing platform provide the “Best in Class” experience for it’s users

Introduction

· The Market Place

· Quote Process:

· Mid Term Adjustments:

· Renewals:

· Claims:

· Accounts

· Housekeeping

· Summary of Recommendations

The Approach

The Market Place

Stats:

300,000 taxis in the UK

Top 3 Competitors:

LV, Westminster, Sabre

Top 3 Brokers

Swinton, Cabshield, A-Plan

Stats:


Top 3 Competitors:

LV, Westminster, Sabre

Top 3 Brokers

Swinton, Cabshield, A-Plan

Customers:

80% of online search via Google and over 30,000 searches per month for taxi insurance TFP do not appear on google

Customers:

80% of online search via Google and over 30,000 searches per month for taxi insurance TFP do not appear on google

Social Media:

Linked-in and Facebook small positive feedback on TFP in forums/blogs

Social Media:

Linked-in and Facebook small positive feedback on TFP in forums/blogs

The Future Market Place

Stats:


Top 3 Competitors:

Powerplace, Your Insurance & Simply business.

Top 3 Brokers

Money Supermarket, Compare the market & Confused

Stats:


Top 3 Competitors:

Powerplace, Your Insurance & Simply business.

Top 3 Brokers

Money Supermarket, Compare the market & Confused

Social Media:

Blogs & Forum’s will be the main reference areas for reviews and recommendations

Social Media:

Blogs & Forum’s will be the main reference areas for reviews and recommendations

The Quote Process www.tfpschemes.co.uk

· Current process (min 7 steps)· Quote>Vehicle Details>Premium> Declaration> Accept>Payment>Deposit>Confirmation

· New process (min 3 steps)· Quote>Premium> Accept>Confirmation

For every page you reduce in your process = 10% increase in sales =

New Business > The Quote Process

Site Statistics > 30.09.2011

· 15,889 logged onto the TFP home page

· 2,842 started a single taxi quote

· 1,455 got a quote ( 50% dropped off)

· 109 purchased a policy (7.5% conversion ratio)

IF WE IMPROVED THE DROP OFF RATES BY:

· 10% (45%) = 1563 quotes =117 sales=6 add sales and £9k GWP

· 20% (40%) = 1705 quotes = 128 sales = 19 add sales and £28.5k GWP

· 30% (35%) = 1847 quotes = 138 sales = 29 add sales and £43.5k GWP

· 40% (30%) = 1989 quotes = 149 sales = 40 add sales and £60k GWP– 10

Size of the Prize

Portal > Home Page

Usability/Salesmanship:

Home page cluttered no differentiation

between volume products.

Diary, MTA’s, Renewals & Claims not

given enough prominence

Usability/Salesmanship:

Home page cluttered no differentiation

between volume products.

Diary, MTA’s, Renewals & Claims not

given enough prominence

Salesmanship:

No telephone numbers

Salesmanship:


Usability:

Tabs not clear or large enough to assist

in navigation on site

Usability:

Tabs not clear or large enough to assist

in navigation on site

Salesmanship:

This home page is your shop

window to the broker network and

needs to be changed/updated on a

regular basis

Salesmanship:

This home page is your shop

window to the broker network and

needs to be changed/updated on a

regular basis

Portal > Quote Page

Usability:

No consistency on lay out of questions.

Usability:

No consistency on lay out of questions.

Salesmanship/Usability:

No support functions:

Contact details:

Documents:

i-buttons

FAQ’s



Contact details:

Documents:

i-buttons

FAQ’s

Salesmanship/usability:

A clear status bar is not displayed at the top to indicate user’s progress through the quote form


A clear status bar is not displayed at the top to indicate user’s progress through the quote form

Portal > vehicle page

Usability:

Vehicle details takes you to a different page and will confuse the user:

“Year of Make” not the most intuative starter question for user

Usability:

Vehicle details takes you to a different page and will confuse the user:

“Year of Make” not the most intuative starter question for user

Usability:

Additional fields appear one by one rather then all appearing on the screen

Usability:

Additional fields appear one by one rather then all appearing on the screen

Portal > Premium page

Salesmanship:

Price needs to be the highest visual priority:

Users ’ first action is to hunt for the price.

Salesmanship:

Price needs to be the highest visual priority:

Users ’ first action is to hunt for the price.



Contact details:

Documents:

FAQ’s



Contact details:

Documents:

FAQ’s

Usability:

No consistency on lay out of information on page

Usability:


Portal > Premium page – Add on’s

Salesmanship:

Add on’s below the fold should be presented after Premium

Salesmanship:

Add on’s below the fold should be presented after Premium

Usability:

Error message appears if you select “Data Head” add on before inputting any value

Usability:

Error message appears if you select “Data Head” add on before inputting any value



Contact details:

Documents:

FAQ’s



Contact details:

Documents:

FAQ’s

Portal > Premium page - Contact TFP

Salesmanship:

Contact Us is an e-mail form no contact details or department telephone numbers

Salesmanship:

Contact Us is an e-mail form no contact details or department telephone numbers

Portal > Help


No content on MTA’S on help page:


No content on MTA’S on help page:

Portal > Accept quote page

Usability:


Usability:


Usability:

Payment choices should all be presented on the same page

Usability:

Payment choices should all be presented on the same page

Payment ScreensPortal > Payment page

Salesmanship:


No contact options

No info/help/FAQ’s

No DDM/Credit card imagery

No Security imagery

Salesmanship:


No contact options



No Security imagery

Portal > Payment page

Salesmanship:


No contact options



No Security imagery

Salesmanship:


No contact options



No Security imagery

Portal – Payment page

Salesmanship:


No contact options



No Security imagery

Salesmanship:


No contact options



No Security imagery


Salesmanship:


No contact options



No Security imagery

Salesmanship:


No contact options



No Security imagery


Salesmanship:


No contact options



No Security imagery

Salesmanship:


No contact options



No Security imagery

Portal – Confirmation page


Need to provide a clear confirmation of purchase:

Make it clear that the purchase is complete

Re-iterate what has been bought

Provide access to key product documents and allow printing of the motor certificate

Spell out any offline next steps

Provide required contact numbers

Detail any cross sells – unobtrusively


Need to provide a clear confirmation of purchase:

Make it clear that the purchase is complete

Re-iterate what has been bought

Provide access to key product documents and allow printing of the motor certificate

Spell out any offline next steps

Provide required contact numbers

Detail any cross sells – unobtrusively

Add On’s/X-sell

Add ons – Revenue Potential

Product TFP offer ? DetailsMonthly Annually Monthly Annually

Breakdown Vehicle upto 11 year old £60 +£5.00 DocFee £60 +£5.00 DocFee £7.49 £89.88

Vehicle over 11 years old £8.99 £107.88Taxi Liability £5million included as standardData Head Cover £2.00 per £1,00 sum insuredTaxi Legal Expenses included as standardWrong Fuel Cover Upto £1,500 £5.99 £56.00Excess Protection Cover > £300 £29.00

>£500 £39.00

>£1000 £49.00Key cover >£1,500 £7.98 £95.76Personal Accident >£120k £7.98 £95.76Private Medical InsuranceKey Man coverTaxi Office cover

Competitors PriceTFP Price

Other insurance products ?

Mid Term Adjustments

Mid Term Adjustments


Same issues as Quote process +

· No individual broker details on MTA’s

· MID not updated automatically

· No dedicated telephone numbers (Solo team receive MTA calls)

· No docs or cert issued online

– 10



· No individual broker details on MTA’s

· MID not updated automatically

· No dedicated telephone numbers (Solo team receive MTA calls)

· No docs or cert issued online

– 10

Renewals

Renewals

– 10



Also, no feedback to existing broker when quoted by another broker on TFP quote system

– 10



Also, no feedback to existing broker when quoted by another broker on TFP quote system

– 10

Claims

Claims

– 10



No process for reporting a claim all handled by Aviva’s claims process/network

– 10



No process for reporting a claim all handled by Aviva’s claims process/network

– 10

Accounts

Accounts

– 10


No functionality for brokers to see monthly statements

– 10


No functionality for brokers to see monthly statements

– 10

Housekeeping

Housekeeping - www.tfpschemes.co.uk

Housekeeping:

No Service Level agreements (SLA’s) with current suppliers

No Disaster Recovery Plan

No Escrow Agreement with Peter Evans

No Social Media capabilities (Facebook/You Tube/Twitter/Linked-in)

Housekeeping:

No Service Level agreements (SLA’s) with current suppliers

No Disaster Recovery Plan

No Escrow Agreement with Peter Evans

No Social Media capabilities (Facebook/You Tube/Twitter/Linked-in)

Usability:

No forgotten password/username functionality

Usability:

No forgotten password/username functionality

Housekeeping – General - M.I.

Housekeeping:

Management of the website should be brought in house:

No Management Information on main website

M.I. on Portal limited

No field level M.I. on portal

No Content Management System on websites

Housekeeping:

Management of the website should be brought in house:

No Management Information on main website

M.I. on Portal limited

No field level M.I. on portal

No Content Management System on websites

Home Page should

follow website look and

feel

Portal – https:/tfptaxi.peterevans.com/quote/log.in

Branding:

URL and copyright should be TFP

Branding:

URL and copyright should be TFP

Salesmanship:

Look & Feel should mirror the main website

Salesmanship:

Look & Feel should mirror the main website

Usability:

No forgotten password /username functionality

Usability:

No forgotten password /username functionality

Current Quote Process

Premium Page

Payment Screens

What does “Best in Class” Look like ?

Portal - Home Page screen shot

Recommendations

81

Quick Wins:

Provide relevant dept contact details

Use web chat to assist users whilst online

Provide policy issue/documentation at point of sale

Provide statements online (paperless accounts)

Redesign the Portal focusing on improving the process and user experience:

Enhanced user experience for Quote /MTA/Renewal & Claims process

DVLA Look up ?

Question set info/error messaging

Manage the websites and understand visitor activity/issues:

Bring your main website in-house

Tag the TFP Portal with a solution that understands user activity/ issues (Session Cam)

Review current providers SLA’s, Disaster Recovery & Escrow Agreement

Synchronise all transactions between the portal and VIP’s/VIP’s and the Portal

Automate MID updates

Executive Summary

82

Priority Summary of Recommendations Benefit Cost Complexity Time to Market0 Housekeeping 0 0 0 01 Look& Feelshould be consistent across all websites Brand awareness Nil L 1 day2 Branding & copyright should be TFP Brand awareness Nil L 1 day3 Content Management System Cost savings approx £2500 1000 L 3-4 weeks4 Set up a facebook page Brand awareness Nil L 1 day5 Set up a TFP group on Linked in Brand awareness Nil L 1 day6 Post TFP Solo demo on Youtube Brand awareness/SEO Nil L 1 day7 Set up TFP on Twitter Brand awareness Nil L 1 day8 Forgotten Password/Username Reset cost savings >10% of staff/call volume >2K M 2 weeks9 Management Information Reliability on KPI's TBC M 4-8 weeks

10 No Service Level Agrrements with Suppliers Business Continuity Nil L 4-8 weeks11 No Disaster Recover Plan Business Continuity Nil L 4-8 weeks12 No Escrow Agreement with Peter Evans Business Continuity £2/3K L 4-8 weeks

Quotes1 Telephone number on portal Improved sales >1k L 1 day2 Web chat Improved sales >£1.5k L 2-3weeks3 Policy docs/Summary of cover on portal 1,000 call per month >1k L 2-3 weeks4 Personalisation improved user experience >1k L 2 weeks5 Help/info field level improved user experience >2k L 2 weeks6 FAQ'S improved user experience/cost saving >1k L 2 weeks7 Motor Certificate on portal cost savings >5k M 4-6 weeks8 Scan & upload drivers licence/badge @POS cost savings 0 M 4-6 weeks9 Flexi commission/fees improved user experience/sales >5k M 6-8 weeks

10 Quick Quote improved user experience/sales >£5k M 4-6 weeks11 Outbound sales on abandoned quotes Improved sales >tbc M 4-6 weeks12 Rebrand/Improved Quote process Improved user experience /sales >£35K H 3-4 months13 Progress Indicator Improved user experience include in above L included in above14 Add ons increased sales include in above L included in above15 No version control on quotations Reliability on KPI's >tbc H 3-4 months16 DVLA Look up improved user experience >75k H 4 months +

Mid Term Adjustments1 Correct Dept telephone number 1,000 call per month include in above L 1 day2 Provide content for help screen Improved user expereince include in above L 1 day3 Automatic update to VIP's/MIB Reduced reputational risk/compensation payments >1k M 3-4 weeks4 Monthly Statements on the portal Postage and staffing costs of sending paper statements >2k M 3-4 weeks5 Stop additional Temporary cover notes Compliance with RTA/reduced staff costs >5k M 3-4 weeks

Renewals1 Renewal under attack advise existing broker Improved renewal retention nil L 1day

Claims1 Upload Claims process/docs Improved user experience >1k L 1 day

Accounts1 Upload monthly statements Cost Savings/ Improved user experience >2,5k L 2-3weeks

TFP Website Optimisation Review18th October 2011

Mike Walsh

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Taxi fleet plus review 18.10.2011

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