Insurers need a helping hand to improve the customer experience.
A recent survey has revealed just how poor the quality of home insurance websites are.
Global Reviews, a customer experience benchmarking company, asked 1,000 home insurance customers to score the quality of web pages they were directed to from aggregator sites. The result was dismal, with the insurance industry scoring a lowly 37% on average.
The view from the respondents was that the 'landing' pages were confusing. So what can be done to address this?
Confused.com believes that strengthening the relationship between aggregators and insurers is a key part of the solution.
It is true that once customers click through an aggregator site and visit an insurer’s site, they become the insurer’s responsibility.
But Confused.com argues that comparison sites gather much of their information from insurer websites, therefore there is a need for aggregators and insurers to work together to ensure their systems are aligned.
Additionally, customers' experience from start to finish affects both aggregators and insurers, no matter who is to blame. So it makes sense that aggregators would be eager to use their expertise to assist insurers.
Confused.com says its receives requests from insurers for help wth marketing, public relations, search engine optimisation and usability.
Technology is the lifeblood of aggregators but for insurers, the internet is often just one of several distribution channels.
But as more customers turn to the internet to buy insurance products and prices become more and more competitive, insurers will need to ensure their websites are in order.
