Let’s learn a lesson from State Farm.
As the largest provider of home and automobile insurance in America, State Farm has reached and surpassed the level of a household name. Like any enterprise, State Farm does its best to keep growing by differentiating itself from other companies in the same industry. From the “Jake from State Farm” commercials and celebrity appearances to their memorable tagline and jingle (“Like a good neighbor…”), the insurance company is one of the best-known brands in America.
Jake has been a game-changer for the State Farm brand. But all the incredible brand campaigns and product expansions in the world will only take a company so far before they need to address customer service. And in the insurance industry, that starts with listening to customers and improving service during claims.
State Farm addresses this by sending out a survey following every claim. Based on State Farm’s information on their website, that’s the potential for more than 36,000 surveys a day, or approx. 400,000,000 a year. That’s a lot of impressions with your customer.
How satisfied is Jake?
Let’s quickly take a look at a few of the screenshots from the State Farm claim survey, starting with how satisfied people were. Read the question below. How might you respond to this question?
Have any good ideas?
After a few multiple-choice questions like that, State Farm wants to understand areas that could be improved around the claim process. The survey provides free-form text boxes so people can type in their feelings and ideas in under 500 characters. Keep in mind, that’s just shy of 2 tweets.
What would Jake do? (WWJD)
Answering feedback about a claim is emotional. Filling in text boxes isn’t. The beauty of Jake is that he makes State Farm feel approachable, personal, and helpful. While the questions in this survey are what people might typically expect, it doesn’t feel like talking to your local State Farm agent… or (more importantly) Jake.
With that in mind, we challenged ourselves to reimagine the Claims Survey in 5min using Vurvey. This was for demo purposes only. 🙂
Click here to check it out.
Here’s the Vurvey 🎉: We started out with a gif of Jake and an emoji CTA to signal this isn’t your average survey. Vurvey allows you to combine questions, so we included a Multiple Choice + Video follow-up to understand how satisfied people were and (more importantly) why. Vurvey uses video to help people express their emotions and ideas. It’s a more human way to communicate how someone truly feels, almost therapeutic.
Make your feedback more human 🙌!
Just like this example, we want to help everyone make feedback more human. If you’d like to see how your surveys, in-take forms, and feedback loops can look in Vurvey, start your free trial. [cue: Jake shimmy shake]