This study is very interesting and telling of customer’s online experience with insurance companies. The CRI uses three “meta-concepts” identified by customers as their critical concerns when using websites-site usability, communication and trust.
52 health care, life and health, and property & casualty insurer websites were analyzed with the insurance industry scoring lowest among the 12 industries studies in respecting website visitors. The average CRI score for all companies analyzed was 5.7 while the insurance sector scored a 5.1.
One of the most important aspects of a corporate website is responding to online inquiries in a fast and efficient manner. Of the insurance companies in the study 27 percent of e-mail inquiries were completely ignored, only eleven percent consistently sent helpful replies within a day and an astonishing 11 percent did not allow any online contact from online customers.
I encourage you to take a look at the full results on the Customer Respect Group website. I am saddened to hear these results but thankful there are a lot more insurance websites that were not in this study and have much better online interaction. Hopefully the companies in this study will improve their online presence. A website is such a powerful tool for disseminating information and communicating with the public, having an organized way of running that site is critical.
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