Auto Insurers Fail The Cross-Channel Test

As you may have noticed, I haven’t posted in a while. That’s what happens during vacations. But I’m back from holiday and am ready to get going again. Let’s start with a look at auto insurance experiences…

I recently published a report called Auto Insurers’ Cross-Channel Experience, 2009 that took a closer look at cross channel evaluations of four large auto insurers: 21st Century Insurance, Allstate Insurance, Geico, and State Farm. Here were some of the findings:

  • Geico led the insurers with an overall score of 13, State Farm lagged behind with a -33 (the lowest score across all industries we evaluated)
    • To put that in context, a passing score is 57
  • These insurers, as a group, lagged behind other industries in the following categories of our evaluation:
    • Web site value
    • Web site navigation
    • IVR navigation
    • Email value
    • Email trust 
  • We found 9 areas of severe failures:
    • State Farm: Web site value, Web site navigation, Email value, Email presentation, and Email trust.
    • Allstate: IVR navigation, Email value, and channel transition continuity.
    • Geico: Email trust
  • Despite the problems, we also found some good practices:
    • Allstate’s virtual agent explains insurance options.
    • Geico’s Web site content demystifies the claims process.
    • State Farm lets users easily sends online quotes to an agent.
    • 21st Century’s IVR menus maps to user goals.
    • 21st Century’s emails create clear paths to other channels.

The bottom line: Auto insurance experiences have room for improvement.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

2 thoughts on “Auto Insurers Fail The Cross-Channel Test”

  1. Nice post. I like your article “Auto Insurers Fail The Cross-Channel Test “. The information in your article is very useful for me.

    I really like this part of your writing:
    We found 9 areas of severe failures:
    State Farm: Web site value, Web site navigation, Email value, Email presentation, and Email trust.
    Allstate: IVR navigation, Email value, and channel transition continuity.
    Geico: Email trust

    I’ll come back and read some more of your articles.

    Keep the great job!
    Pearl

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.