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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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

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