Car insurance rates, service experiences and shopping for a new policyThe J.D. Power Insurance Shopping Survey, released in April of this year, found that when consumers are hit with a premium increase, roughly 13 percent will compare insurance companies and shop for a new insurer."A premium increase often triggers shopping behavior, but we're seeing fewer people shopping," said Jeremy Bowler, senior director of the insurance practice at J.D. Power. "This indicates that insurers are more effectively communicating with their customers, making them aware of the premium increases when they occur and why they're necessary, and demonstrating the value of their coverage." While a rate increase will send drivers shopping, a bad customer service experience is even more distressing. A full 28 percent of consumers started looking around for new insurance after being treated poorly.
The experience that a consumer has with a brand tends to be more important than price. According to Bowler, "Price becomes a priority when a consumer is choosing an insurer from a short list. The biggest driver of customer satisfaction is the experience they have with the brand, regardless of whether they are dealing with an agent or with the insurer directly via their website."Ken Toney, a Brightway Insurance agency owner in Lake Mary, Florida, finds that assessment to be true. "Brightway's approach doesn't focus on price,” he says. “Instead, we focus on really understanding the customer's needs. We keep our customers happy by knowing them and their insurance needs, providing highly customized policies that meet their needs and being responsive to their needs over the lifetime of their policies."
What insurers are doing rightInsurers must be doing something right, because loyalty is definitely improving. Over half (51 percent) of consumers claim they "definitely will" renew their policy with their insurer. This is a 2-point bump from 2013. The surveyed drivers are so happy with their insurance companies that 49 percent of them are "definitely" going to recommend their insurer to their friends and family. Consumers reported improved experiences across every single factor the survey measured. The biggest improvement, up 20 points, was the price factor. According to J.D. Power this is due to the fact that 55 percent of consumers saw their premium stay flat this year, compared to 52 percent in 2013. The billing and payment factor improved 19 points, and interaction, which has the biggest impact on satisfaction, shot up by 13 points. Insurers have been more proactive when it comes to notifying customers of a premium rise via their preferred communication channels; 57 percent received notification prior to a price bump. That number was 53 percent in 2013.
Surprisingly, smaller insurers are gaining the most ground. While the 20 largest insurers had an overall improvement of 10 points, the smallest insurers cranked up their scores by 41 points.Bowler attributes the bump to the fact that smaller, regional players are catching up to the big national insurers. "National insurers were well ahead of the pack, incorporating digital technology as well as direct sales,” he says, but “smaller insurers are now catching up to the national acts." Unsurprisingly, customers who have a strong relationship with their insurance agents tend to be more satisfied with their coverage and less likely to shop. Consumers who rarely talk to their agent report much lower satisfaction levels. Technology continues to boost satisfaction levels by allowing customers to contact their insurers through a variety of channels. The report shows that among Technologists (customers who prefer to communicate via technology), over 60 percent have contacted their insurer in the past 12 months, using the insurer's website and social media.