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.