Insurance Firms Failing to Ensure Digital Experience Satisfaction

September 27, 20193min

Insurers are the least trusted companies in the UK and are unable to answer over half of routine customer questions successfully, according to new research.

Digital Experience firm Eptica has released its 2019 Eptica Insurance Digital CX Study, which found that the insurance sector could answer just 46 percent of all queries asked via the web, email, and social media, trailing other industries (food retailers, fashion retailers, banking and travel) evaluated in an overall Eptica study.

Insurers still seem to be struggling to match customer expectations, although overall performance had risen by 10 percent from 2017. Only 20 percent successfully answered a basic question sent via email, despite 49 percent of consumers identifying it as their primary or secondary channel for finding information.

By contrast, with a 65 percent success rate, Facebook came top, but a mere eight percent of consumers said they wanted to use it to find information from insurers.

All of this points to a growing disconnect between what customers want and what is being provided by insurers, which undermines CX and trust. Trust begins with delivering on basic promises – 59 percent of consumers ranked giving satisfactory, consistent answers as a top factor in creating trustworthiness, while 63 percent rated making processes easy and seamless as key.

As well as email, chat also fared badly. Despite 49 percent of consumers voting it as their first or second preferred channel to find information, and 30 percent of insurers advertising it on their websites, just 10 percent (one company) had it working when tested.

Given these results, it is unsurprising that just three percent of consumers ranked insurance as the sector they trusted most, putting it joint last of 15, alongside airlines, the automotive industry, technology and telecoms.

Olivier Njamfa, CEO and Co-Founder, Eptica, said: “Insurers are facing a perfect storm of increased customer expectations, rising costs, and market disruption. The Eptica Insurance Digital CX Study shows that the majority are simply failing to cope, being unable to deliver adequate customer service on consumer’s channels of choice.”

“As we explain in the report, Insurers need to act quickly and do two things if they are to safeguard current and future revenues. First, they need to embrace processes, technology and knowledge to help them deliver the service that customers expect. Second, they need to listen to consumers and use this Voice of the Customer insight to drive continual CX improvement to ensure that they successfully compete moving forward.”

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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