The average auto insurance customer gathers three competitivequotes while shopping for a new carrier, according to a J.D. Powerand Associates survey released today.

And while the majority of insured shoppers remain with theircurrent carrier, 33 percent will switch, the survey also said.

The study found that while 33 percent of consumers who shopbecause of price ultimately switch, nearly 75 percent of consumerswho shop because they have experienced poor customer service switchcarriers.

"This suggests that when a customer becomes dissatisfied withtheir incumbent carrier, they are more motivated to shop andswitch," said Jeremy Bowler, senior director of the insurancepractice at J.D. Power and Associates. "In contrast, while manyshop to verify they are getting a competitive price, this group isless likely to switch insurers."

The study identifies the elements shoppers seek from aninsurance provider to better assist carriers in understanding theirrelative strengths and weaknesses, which can ultimately increasetheir market share.

Three key stages, which are collectively described as thepurchase funnel, are identified within the shopping process:awareness, requesting a quote and purchase decision.

"By increasing performance in brand awareness, the number ofquotes issued or close rates, a carrier can focus attention on thespecific competitive issues that impact their growth," said Mr.Bowler.

The study also compares the relative success of 20 majorinsurance carriers in providing a satisfying purchase experiencefor customers. Quote rates among shoppers who are familiar with aparticular carrier range from 5 percent to 43 percent, and closerates range from 7 percent to 47 percent.