Paul AinsworthPaul AinsworthSeptember 27, 2019
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3min1672

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 AinsworthPaul AinsworthMay 28, 2019
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4min1063

Retailers are neglecting social media when it comes to customer service, and are not listening to consumers to drive Customer Experience improvements, according to the 2019 Eptica Digital Trust Study.

The study found that while retailers successfully answered 59 percent of routine queries asked via web self service, chat, email, Facebook and Twitter, there were wide variations in performance between channels. Retailers provided answers to 83 percent of queries on their websites but only responded correctly to 38 percent of tweets and 50 percent of Facebook messages. Performance had worsened on many channels since 2017 – then retailers answered 73 percent of emails. By 2019 this had dropped to 68 percent, despite the continued popularity of the channel with consumers, who use it for over a quarter of their interactions with brands.

As part of the 2019 Eptica Digital Trust Study, 20 fashion and food & drink retailers were evaluated on their digital Customer Experience, alongside brands from other sectors, by testing their accuracy and speed at answering relevant, routine queries, repeating research conducted since 2012. Questions included asking about ethical sourcing policies (fashion) and allergy labelling (food and drink). Additionally, 1,000 consumers were asked for their views on Customer Experience.

Fashion (answering 60 percent of all queries) and food and drink (59 percent) were the top sectors surveyed but still failed to respond to four-in-10 of all routine queries.

The research also demonstrated a direct link between trust, listening and loyalty. Eighty-nine percent of consumers surveyed said they either will stop buying from brands that they don’t trust or will spend less. Building trust begins with delivering on basic promises – 59 percent ranked giving satisfactory, consistent answers as a top three factor in creating trustworthiness, while 63 percent rated making processes easy and seamless as key. Just eight percent of consumers felt that brands were listening to them all of the time, with 74 percent believing brands pay attention to their views half the time or less.

Olivier Njamfa, CEO and Co-Founder of Eptica, said: “The move to digital has transformed the retail landscape. Greater choice means consumers are becoming more demanding and are actively seeking out brands that they can trust and who listen to them. While retail brands have made some improvements since 2017, they have slipped back in others, damaging trust and ultimately customer loyalty and revenues. If they want to succeed they need to listen to customers and use their insight. Only those who do this will thrive and stay ahead of the competition.”


Paul AinsworthPaul AinsworthApril 10, 2019
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3min1029

Failing to build trust undermines customer loyalty and damages revenues, with over three quarters of consumers saying they’ll leave a supplier that they don’t trust. 

At the same time, focusing on getting customer service basics right and listening to consumers will help brands more than advertising, with 63 percent of consumers ranking easy processes as a top three factor in building trust.

These are the headline findings of the 2019 Eptica Digital Trust Study, which surveyed 1,000 consumers on their attitudes to trust, as part of wider research into the Customer Experience offered by top UK brands.

If trust breaks down, 79 percent of consumers said they would switch from a brand, with nearly half (49 percent) doing it immediately. A further ten percent said they remain but would spend less. Just four percent said they would continue to buy from a brand at the same level. Men are faster to switch, with 52 percent moving to a rival immediately, compared to 45 percent of women.

Demonstrating the importance of customer service to trust, 59 percent of consumers said ‘giving satisfactory, fast and consistent answers’ to their questions was vital to loyalty. Respondents trusted recommendations from friends and family (52 percent) above review sites and social media (28 percent). Over a third (35 percent) said good advertising was the least important factor in building trust.

Certain industries are more trusted than others, according to the research. Food retailers were trusted most (ranked first by 21 percent of respondents), followed by government (16 percent) and banks (12 percent). When asked who they least trusted, the top sectors chosen by consumers were automotive/garages (16 percent), tech/social media (15 percent), and insurance and government (both 10 percent).

CEO and Co-Founder of Eptica, Olivier Njamfa, said: “Brands need to build trust if they want to create strong, long-term relationships with consumers. If trust breaks down, customers have no qualms in switching to rivals, making it vital that brands start by getting the basics right and start to listen. They need to act and deliver on their promises if they want to be successful in meeting rising consumer expectations.”




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