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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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.