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Recent research found that almost a third (27.9%) of customers believe that the insurance industry offers worse customer service than any other. In 2017, the Institute of Customer Satisfaction found that insurance was the only industry in the UK that was not improving their levels of customer service.
Why insurance? It is such an established business with well-known companies that really know their business. How can they be offering such a poor customer experience?
A recent feature in Customer Experience Magazine lists three key areas where the insurance industry is not matching the efforts of related industries – such as retail banking. These key areas are:
Insurance is an unusual product. Most people don’t buy it for pleasure or because they need it, either they are forced to buy cover or they fear the consequences of not being covered. It’s not a product that is associated with fun or enjoyment and therefore it can be tricky to deliver a great customer experience, but as these three points show, there are several key areas where insurers are failing to take basic steps to work with their customers. What do you think? Leave a comment below or contact me on LinkedIn and let me know.
Our white paper Insure Against Loss examines in detail the opportunities in the insurance sector. In this paper we will explore how delivering an exceptional customer experience can increase customer engagement levels and reduce customer churn.
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