Insurers worst for responding to multichannel customer queries

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Social and online channels provide a great way to reach customers and be seen to deal with customer service queries well and yet new research shows that in the insurance industry only 40% of routine questions asked via such channels are answered.

The 2015 Eptica Multichannel Customer Experience Study, published this week, shows that whilst there have been some improvements in questions asked via email finding answers to questions on insurer websites has become harder whilst response rates on Twitter are static.

The research showed that half of all questions were successfully answered via email, up from 30% last year. This compared to 40% on the web and 30% on Twitter. Last year insurers answered 57% out of all the questions asked on the web. Banks on the other hand managed to answer 91% of questions asked via the web.

Response times also varied wildly – from nine minutes to more than 43 hours via Twitter and from 57 minutes to more than 70 hours for email.

Carried out by multichannel customer interaction management software provider Eptica the study evaluated the performance of ten leading UK insurers replicating consumer behaviour by measuring insurers on their ability to provide answers to ten routine questions via the web as well as their speed and accuracy of response when replying to email, Twitter and web chat queries.

“The insurance industry has been transformed by the internet, with consumers increasingly choosing the convenience and speed of digital channels when researching and buying policies,” said Julian Sammells, sales director UK & Ireland, Eptica. “However, despite this need to be digital-first, the 2015 Eptica Multichannel Customer Experience Study found that the overall performance of insurers is no better than 2014, with wider gaps developing between best and worst. Insurance companies need to target their online investment if they are to win and retain customer loyalty in an increasingly competitive market,” he said.

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