NU Online News Service, Dec. 13, 11:07 a.m. EST

An online survey finds that customers want what insurance agents have to offer when it comes to personal lines insurance, and are eager for producers to take a more active role in delivering those services.

The results of an 18 month online survey and study titled, “Touch Points—The Voice of the Customer,” sponsored by the National Association of Professional Insurance Agents, shows professional independent insurance agents have strengths and unique capabilities consumers are looking for. These include: expert advice and counseling, personalized attention and interaction, the ability to offer comprehensive protection to meet individual needs and excellent “relationship based” customer service.

The project began as research into customer attitudes and preferences aimed at identifying the specific advantages PIA members have in competing on the basis of “more than just the lowest price.”

Two online surveys collected 1,819 responses. The survey has a margin of error of plus or minus 4 percentage points.

Key findings show that after good value, customers want to be able to trust someone who will take care of them when it comes to their insurance. “Value in the rates they find me;” “That they are taking care of my insurance needs;” and “Trust in the person or company” are ranked 28 percent higher than other factors surveyed.

The fact that agents are able to offer customers a choice of companies (and coverages) is not the most important reason for a purchase. What's important is what agents are able to do for them, says the survey. From the customer's point of view, what's important to them is agents deliver value.

If the price of two policies is nearly the same, they would most likely choose one over the other based on better coverage or a lower deductible. The survey results show that customers care about coverage and rank “better coverage” as the top reason to choose between two policies which cost about the same.

Among the findings:

• Customers want to be contacted when their insurance agent or company has a suggestion for them to add coverage they may be missing or increase coverage when they may be underinsured say 69 percent of respondents.

• At policy renewal time, 79 percent of customers want to be contacted by their insurance agent or company.

• When their insurance agent or company has a suggestion for how they could save money on their insurance, 81 percent of customers want to be contacted.

• Customers would like to receive contact from their insurance company, agent or agency every 6 months or less to inquire if there are any changes in their life or circumstances which could create the need for change or adjustment in their insurance, say 67 percent of those surveyed.

• Sixty-three percent of customers would like to receive contact from their insurance company, agent or agency every 6 months or less to conduct a general review of their insurance coverages and costs to find out if they are paying too much or lacking coverage they may need.

• Customers want to hear from their current insurance provider more often than just at renewal, say 73 percent of respondents.

• When it comes to being contacted, 85 percent of customers say it is either important or very important that they are contacted by their preferred method.

A brief six question quiz on the new website: www.agencytouchpoints.com takes agents through highlights of the survey.

The new PIA Partnership (formerly the Company Council of Executive Officers) website also helps agents identify their own areas of opportunity based on the survey results and offers tools to help improve customer retention and attract and secure new customers.

Special Reports /

PIA Survey Finds Customers Desire What Agents Offer

Related Stories

Recommended For You