Introduction

NEXT Insurance is a digital-first insurance provider designed to meet the unique needs of small businesses in the US. To boost customer centricity, NEXT partnered with Genway AI - A leading SaaS solution for AI-Powered User Interviews - to conduct qualitative research projects aimed at understanding customers preferences, motivations, and suggestions - looking at a variety of topics ranging from Usability Studies to Insurance Buying Processes.

Methodology

Using Genway AI Agent, Next Insurance conducted hundreds of qualitative user interviews with small business owners across the US, focusing on 3 primary use cases - covering customers, prospects and business owners within the company’s ICP.

1. Generative/discovery studies: to explore how NEXT customers view the latest, future-leaning products that the company is currently in the early stages of developing.

2. Pre-launch interviews: to determine how well the NEXT team has crafted delightful experiences that serve customers

3. Post-launch investigations: to dive into behaviours on NEXT that the team doesn’t fully understand based solely on analytics or quantitative data.

   
   

This rapid feedback approach allowed the Research Team to gain valuable, real-time insights efficiently and effectively.

Results and Impact

Using Genway’s AI-Powered User Interviewing platform, NEXT was able to complete over a dozen projects, conducting a few hundred qualitative interviews. One of such projects included NEXT conducting over 70 interviews with small business owners to better understand engagement with their AI-powered support chatbot. These conversations will help improve NEXT’s chatbot to engage and interact with customers to support them. Another project focused on the post-purchase experience and included approximately 50 interviews with new customers to better understand pain points during the insurance quoting process. This will be something continued as NEXT launches improvements to the experience.

Qualitative Feedback from Interviewees

Q: One last question, how was your experience interviewing with an AI-interviewer today? Please share your candid feedback.

Interviewee:

My experience today was pretty delightful because I've never had an interview with an AI agent before. Usually it's just like an AI feature like chat conversation. So this is really cool to actually have a back and forth conversation interview with an AI assistant support agent. So this has actually been pretty delightful. Surprising and unexpected, but great.

Interviewee:

I enjoyed it. It's very clear. I don't have to worry about being too polite or too clear. I don't have to worry about speaking too fast if I feel I'm taking their time. I don't have to worry about, you know, speaking too slow. Umm, I don't have to worry about anything. So it was a very, uh, pleasant and easy experience.

About Next Insurance

NEXT Insurance is a leading digital insurer transforming small business insurance with simple, digital coverage tailored designed to meet the unique needs of small businesses owners. Trusted by over a half a million small businesses, NEXT delivers a seamless online experience with 24/7 access to purchasing and servicing, including managing claims. Revolutionizing a historically complicated insurance industry, NEXT utilizes AI and machine learning, making insurance accessible and hassle-free.

About Genway AI

Genway AI specializes in AI-powered user research, enabling companies to collect in-depth insights through rapid, scalable, and qualitative interviews. By leveraging advanced AI capabilities, Genway AI helps brands make data-driven decisions to enhance user experience.