Paisa-Vasool CX - The Acko Way

Many of us would have noticed Acko's TVC featuring an octopus getting the manicure/pedicure depicting 'Full Paisa Vasool' psyche of Indian consumers. If the TVC didn't motivate you enough to check them out, you should definitely, visit their website for an awesome User Experience. Completely unconventional, simple and functional, Acko's website is an epitome of UX, translating into CX. Acko is arguably the only new age, digital-first automotive insurance companies, which has kept millennial target customers in perspective to build the entire customer journey.

While much has been spoken and written about CX in various conferences, blogs and whitepapers, nothing comes close to what Acko has managed to deliver as the true customer experience in the fintech space. Let us examine Acko's case in the light of factors of CX that makes the whole customer experience superior.

1. Simplicity - No complex words, no long sentences and too-the-point copy greets you as soon as you open the home page. The graphics are bare minimum but depict the message quite well. I don't have to scratch my head to understand 'how to claim', 'What's covered, and what's not covered', which otherwise is quite a harrowing task to decipher on other general insurance websites.
2. Speaks my language - Terms like "Full Paisa Vasool", ''Killer prices" are part of this generation's lingo. No complex and scary legal terms or *conditions apply will be found on their website. But FAQs do exist, should one wishes to know more.
3. Value Proposition Communication - 1. Killer Price 2. Terribly Convenient 3. Stress Free Claims. The right-in-your-face homepage banner says it all. Period. If one wants to learn more about the value propositions, one can scroll down and read about them in simple terms aided with graphics.
4. Functionality at its best - As soon as you open the website, you will see a section, which prompts you to put your vehicle registration number to get a 'full paisa vasool' quote. The ones, who still doesn't know about the aggregation of vehicle registration data being available to insurers, will find it magical to see their car details after entering their car registration number in the box. Once you confirm the details, you shall be asked 3 basic questions about nature of ownership, expiry of previous policy and about the claims in the past year, if any. In the step 3, you will get the quote for your vehicle insurance. Bingo!
5. Non-intrusive - The website will keep your mobile phone number field as optional till the time you make up your mind to buy. Further, other details like your email ID, address, name, etc. are solicited only when you commence purchase. It is such a relief in the times when other general insurance companies doesn't let you move further till the time you either sign up or at least leave behind your mobile # and email ID, only to be chased later.
6. Credibility - Experience gets strengthened when credibility is established. Mention of IRDA registration number, the fact that 1.3 crores of Indian customers have already bought through Acko and 4.6 points + rating on Facebook and Google is enough to establish credibility with restless and discerning millennial customers. Further, reviews by customers and radio jingle confirming 8/10 customers getting most economical premium only adds icing on the (experience) cake.

It is high time for other traditional insurance players to notice this CX-led revolution in fintech space to avoid obsolescence.