Getting to know you – how RDT uses data to build customer relationships

Most important attributes of customer experience compared with performance

Research from Accenture shows that 30 per cent of customers have a negative view of their insurance providers. The figure was quoted in a feature* in Raconteur’s ‘Future of Insurance’ supplement, distributed last month with The Times, and underlines the need for insurers to find out as much as possible about their customers so they can provide a more personal service. 

The feature included a table compiled by KPMG of the most important attributes of customer experience compared with performance. This revealed that insurers are well behind digital exemplars such as Amazon and Google, and must become far more adept at extracting value from the huge amount of data available to financial services providers.

Accessibility, tailoring products and polices to customer needs, and more online access were listed as priorities to improve customer experience. While cost still remains the number one reason for closing or replacing a policy, customers cite poor communication and lack of speed, from quote through to renewals and claims, as the next major bugbear. And when it comes to communication, digital is clearly the preferred channel.