Could commercial lines focused insurers use a more 'personal' touch?

Small-business customers who buy coverage through predominately personal-lines insurers have a higher satisfaction level than those who buy through commercial-lines carriers, J.D. Power’s latest satisfaction survey shows.

“While both groups show year-over-year improvement, insurers that predominantly write personal lines insurance benefit from the personal relationships they are better able to build with their small-business customers,” says Jeremy Bowler, senior director of the insurance practice at J.D. Power, in a statement. “The relationship is typically established early because small-business owners often purchase commercial insurance from the same agent that provides their home and auto insurance. Additionally, the agent is often local, so they have more personal contact with their customers and better understand their business.”