Ideas & musings about consumer behaviour

Liverpool Victoria top of Life Insurance customer experience league table



Global Reviews has issued the findings from the Life Insurance Customer Experience bench-mark Q3-2010 and found that Liverpool Victoria offer Life Insurance customers the best online experience.

Global Reviews has been benchmarking the online customer experience for Life Insurance for the last 10 years. The study of nine leading providers, Liverpool Victoria, Legal & General, Tesco, Sainsbury’s, AVIVA, DirectLine, MoreTh>n, Marks and Spencer and AXA found that the industry is still finding it difficult to explain and educate users about life insurance online.

The industry average score is 50% and only a few brands meet the customer experience target (55%). There is a marked difference in experience for users between the sites, for example, there is a 15% difference between Liverpool Victoria’s score and that of AXA.

Harvind Bhatti, Global Reviews General Manager, said, “Life Insurance is a complex product but the overall low scores highlight that there is a lot more that brands can do to overcome some of the industry specific issues around product explanation and education. A closer look at the 32 sub-categories within the benchmark highlights that the brands vary in performance in different categories. This suggests that individual brands still need to overcome their own constraints to perform as least as well as the customer experience leader”

If you have any questions or comments please feel free to post your comments below or contact Global Reviews directly via the ‘Contact us’ section of this website.


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