Honing the competitive edge

Article Abstract:

Results of the American Family Mutual Insurance Co's customer satisfaction and competitive advantage survey indicated that customers want their insurance agents to communicate clearly, and to simplify and streamline the insurance purchasing process. The 2,386 survey participants represented more then 200 insurance companies. They were primarily male and between the ages of 35 and 54. Areas respondents identified as needing the most improvement include: communication, discounting, evaluation of customer needs and affordability.

Consumer confidence

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Honing the competitive edge: insurers that refine their products and services to meet customer expectations are the ones most likely to sustain competitive advantage

Article Abstract:

A customer satisfaction survey conducted by American Family Mutual Insurance Co represents an attempt to tailormake insurance policies to suit customer expectations. To that end, survey issues were defined entirely by consumers. Survey participants identified 18 factors which they thought were most important in choosing an insurance company. The most important factor was clear communication, with an emphasis on policies that are easy to read. Participants also wanted to see the insurance purchasing process simplified.

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Learn from your customers or future may be bleak

Article Abstract:

Insurance companies that want to remain successful need to give consideration to using customer satisfaction measurement programs. Such information can help insurers improve customer service as well as improve the marketing of their insurance products. However, managers need to be aware that it is usually sufficient to meet minimum levels of demand because it is impossible to meet all customer needs. Additionally a model survey form, developed for use by insurers, is presented.

Insurance, Insurance Carriers and Related Activities, Research, Customer satisfaction

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