Best insurance sites revealed

Axa, Liverpool Victoria, Nationwide and Legal & General offer the best online customer experience – against 500 criteria – according to a new study into financial services brands’ insurance websites.
Independent research from customer experience benchmarking company Global Reviews has found that Axa offers health insurance customers the best online customer experience, Liverpool Victoria and Nationwide the best websites for home insurance customers and Liverpool Victoria and Legal & General the best for life insurance customers.
Global Reviews has been benchmarking the customer experience of health, life and home insurance websites for the last 10 years. The sites are assessed against more than 500 criteria including; the information available to prospective customer, customer support, and general site usability. To meet basic customer experience requirements websites must achieve 55 per cent. The criteria are set using independent research into what customers say they want from an insurance website, and global online best practice.
The home insurance benchmark measure customers experience on 13 leading home insurance websites including Liverpool Victoria, Nationwide, Churchill, Halifax, More Th>n, The AA, Aviva, Direct Line, Saga, Tesco, Lloyds TSB, Barclays and RIAS. The study found that Liverpool Victoria and Nationwide lead the way with a score of 57 per cent. Many of the other providers have improved the quality of customer experience offered on their websites and the gap is closing fast with an industry average of 53 per cent.
Global Reviews’ health insurance benchmark objectively measures customers’ experience on six leading health insurance website including Axa, Simply Health, Pru Health, Aviva, Saga and Bupa. This year only Axa PPP scored above 55 per cent with a score of 57 per cent and there is a big difference between the provider scores with an industry average of only 45 per cent.
The life insurance benchmark measures customer experience on nine leading life insurance websites including Liverpool Victoria, Legal & General, Tesco, Sainsbury’s, AVIVA, Direct Line, More Th>n, Marks & Spencer and AXA. Liverpool Victoria and Legal & General lead the way and meet the customer experience target with a score of 55 per cent. The industry average score is 50 per cent. It seems that the health and life insurance industry is struggling to explain and promote these products to customers online.
Harvind Bhatti, Global Reviews general manager, said, “Life and Health Insurance are a complex products 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 all three benchmarks highlights that the brands vary in performance in different categories, which reveal that individual brands can learn a lot from other providers in their industry.”

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