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30th May 2012

UK personal lines insurers provide poor online user experience says survey

UK Home and Motor insurers are potentially ruining opportunities to acquire new customers by providing a poor online user experience. This is the overriding conclusion of a study to measure UK Home and Motor insurance online customer experience by Global Reviews, a leading provider of advanced online customer experience insights. The study incorporates findings from consumer audits and attitude surveys, consumer behaviour tracking and an expert audit. The research was conducted in April.
“Across a wide range of criteria tracking the online customer journey from search, consideration to purchase, UK Home and Motor insurance providers overall scored poorly,” says Rebecca Jennings, principal consultant, Global Reviews. “Many sites did badly in helping customers find and compare products; a lot didn’t make any attempt to convince customers why they should chose their brand; quotes are given without much supporting information; completing applications is difficult; and very few UK consumers would recommend an insurer’s site. There are of course, good examples and some providers are doing a more effective job online.”
LV= was the top Motor insurance performer with an overall score of 65%, a 20% variance from The AA, the lowest ranking company which scored only 45%. In Home insurance, Aviva scored the highest at 67%, with the lowest scorers being Direct Line and Policy Expert, each on 51%.