DriveWell Messaging, an application developed by CMT, provides automated customer engagement through SMS and push notifications to improve driver retention and, ultimately, roadway safety.
“One of the first steps to correcting bad driving behavior is recognizing when you are doing it,” writes Kelly Hernandez, assistant vice president of personal lines, telematics at Nationwide, in an email interview with Digital Insurance, “We are using technology to help with that.”
The DriveWell Messaging platform enables proactive communication between app users at specific milestones or when an action is required. This interactive communication includes notifications to start a safe driving journey and messages of rewards points during the drive to provide encouragement. The platform also offers a reactivation campaign that helps drivers reactivate their telematics technology, protect their driving discounts and confirm that help is available for drivers in the event of an auto accident.
“CMT offers dependable and accurate solutions that aligned with our needs at the time that they were selected as our app service provider. In any app-based telematics solution, it is critical that each user is aware of the settings that are required to enable trip collection,” notes Hernandez, “While there are several different tactics a telematics app could employ to make sure app settings are correct, having the ability to proactively reach out if a setting changed is very helpful.”
Nationwide’s SmartRide mobile app, a usage-based insurance program supported by CMT, provides access to the DriveWell technology for all SmartRide app participants. SmartRide helps participants reduce distracted driving by generating and providing unique, customized feedback regarding customers’ mobile phone distractions.
“The app’s feedback has reduced everyday hand-held distractions by nearly 10% among those who use it,” says Hernandez, “It has been interesting to see people and the surprise they have had in many cases about distracted driving and how often they themselves are driving distracted.”
According to CMT’s research, individuals are 65% safer on the road and 57% less distracted if they are highly engaged while driving. Research also shows that engaged drivers are 160% more likely to be retained, if the driver is highly engaged within the first 30 days of the program. Customer retention and engagement is key to a successful telematics program and provides essential, accurate information.
In a statement, Katherine Wellman, chief product officer of CMT, said: “CMT research shows that engaging people is critical for improving driving behaviors and ensuring they get the full benefits of a telematics program. DriveWell Messaging helps our customers increase engagement by sending the right message to the right person at the right time.”
Nationwide encourages its customers to fully adopt telematics and continue to share driving information; Hernandez notes that participants will not only receive the benefit of discounts and reduced premiums, but they will also receive better insights to risk management and improved driving habits.
Source: Digital Insurance
