global financial services consumer survey 2019 key insurance … · 2019-08-14 · messaging social...
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KEYINSURANCEFINDINGS
Global Financial Services Consumer Survey 2019
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Copyright © 2019 Accenture. All rights reserved. 2
Our 2019 Global FS Consumer Study sought to find out what consumers think about financial services and their providers.
It surveyed 47,000 insurance and banking customers in 28 markets in Asia, Europe and North America.
Insurance respondents gave their views on life, auto and household insurance respectively.
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Copyright © 2019 Accenture. All rights reserved. 3
Through this survey, we sought to understand what these consumers think and value, and how they want to engage with financial providers.
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THE PATTERNS WE IDENTIFIED CAN BE DISTILLED INTO FIVE KEY FINDINGS
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1. 2. 3.
4. 5.
Integrated propositions that address customers’ core needs will be well received
Personalization of offerings and experiences is likely to be a highly valued differentiator
Consumers are willing to share data with their insurers in return for better advice and more attractive deals
Consumers want better integration across physical and digital channels
Trust is an increasingly critical asset for insurers
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CUSTOMER ATTITUDES AND PREFERENCES
Integrate your physical and digital channelsConsumers still want the long-expected omni-channel experience that players in other industries are providing.
1
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CONSUMERS MOST FREQUENTLY USE ONLINE CHANNELS AND THE PHONE TO GET IN TOUCH WITH THEIR INSURER
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39%
55%
40%
70% 73% 75%
61%
30%41%
52%
36%
23%
39%
15% 11%13%
23%
51%41%
33%
15% 13% 14%9% 8%
7% 10% 13% 12% 10%7% 7% 6% 5% 5%
4% 5% 5% 5% 4%
2% 2% 2% 2% 3% 1% 1% 1% 1% 1%
Online website viacomputer
Online via smartphoneor tablet
Email Chat/instantmessaging
Social media channels Video conversationwith advisor
Automated telephone Live telephone Face to face (branch) Paper mail
Daily
Weekly
Monthly
Yearly
Never
Web/App Phone F2FOnline real-time
Post
Q. How often do you use these channels to contact your insurance provider?
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WEBSITES, THE PHONE AND FACE-TO-FACE ARE THE PREFERRED CHANNELS FOR INTERACTING WITH INSURERS
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31%
18%
27%
13%11%
7%
11%
6%5% 4%
8%7%
2% 2% 2% 2%2% 1% 1% 1%2% 2% 1% 2%2% 2% 2% 3%
14%
17%
14%
23%
14%
32%
18%
26%
2% 2% 3% 3%
Looking for information about an insuranceproduct/service
Buying an insurance product Updating your personal details Making an insurance claim
Online website via computer Online via mobile app or tablet Email Instant messaging Social media channels Video conversation withadvisor
Automated telephone Live telephone Face-to-face Paper mail
Web/App
Online real-time
Phone
F2F
Q. Which of these channels would you prefer to use for the following actions?
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PRICE IS ALWAYS A FACTOR, BUT CONSUMERS SAY SPEED AND CONVENIENCE ARE MORE IMPORTANT TO THEM
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5%
9%
10%
11%
11%
13%
14%
17%
24%
25%
27%
28%
30%
32%
33%
Appealing brand
Recommendations of appropriate products and services
Attractive customer loyalty scheme
Ethical and sustainable business practices
Broad range of flexible, high-quality products
Attractive digital banking proposition
Personalized services
Able to contact my bank at a time that suits me
Clear and transparent communications
Competitive pricing
Value for money
Polite and knowledgeable staff
Able to manage my account in a way that suits me
Fast resolution to any issues I may have
Speedy and efficient service
Factors ranked among the top 3 most important
Q. Which of the following are most important to you when dealing with insurers?
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36%
48%
49%
50%
59%
66%I don’t mind which channel I use; my main concern is getting what I need quickly and easily
I would like my provider to blend physical branches and digital services, so I can interact with them in the way that best suits me
I would like the ability to switch between online and telephone when making a purchase/accessing a service, without it slowing down the process
I am frustrated when I call customer services because my query is rarely resolved by the first person I speak to
I would like to have instant access to face-to-face advice from my bank or insurer via my mobile device
I expect my provider to use my data to anticipate my needs, and recommend relevant products and services when/where they are required
A SEAMLESS MULTI-CHANNEL EXPERIENCE IS A PRIORITY FOR THE MAJORITY OF CUSTOMERS
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Q. Do you agree with these statements? A. Strongly agree + agree
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CUSTOMERS ARE MORE SATISFIED WITH ONLINE THAN FACE-TO-FACE INTERACTIONS WITH THEIR INSURERS
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81% 77%64%
56% 56% 54% 52%
66%76%
57%
Online website usingdesktop/laptop
computer
Online via a mobileapp or website (on
smartphone or tablet)
Email (or securemessage)
Chat/instantmessaging (incl.
WhatsApp)
Social media channels(e.g. Facebook,
Twitter)
Video conversationwith advisor (viawebsite or in the
branch)
Automated telephone Live telephone (i.e.speaking to a
representative)
Face to face (i.e. inbranch)
Paper mail/postLive telephone(i.e. speaking to
a representative)
Face to face(i.e. in aBranch)
Web/App Phone Face-to-faceOnline
real-timePost
Q. How satisfied are you with your interactions over the following channels in the past year? A. Very satisfied + satisfied
But insurers have some way to go in improving their interactions on messaging, social media and IVR platforms
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HUMAN ADVISORS ENJOY GREATER TRUST THAN ROBO-ADVISORS
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54%
35%
25%
12%8% 7%
58%
39%
25%
12%
7% 6%
A human advisor in branch A human advisor over the phone A human advisor over a video call An automated service A chatbot A robot in branch
Advice on insurance products and offerings
Making an insurance claim
Q. To what extent are you likely to trust advice provided in the following situations?A. A lot
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CUSTOMERS ARE MORE WILLING TO PAY FOR THE INPUT OF HUMAN ADVISORS
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29% 27%33% 33% 32% 31% 30% 29% 28%
25% 27% 25%
35% 39%22%
25%
17% 18%14% 14%
13%
12%14%
12%
On products & offerings On making a claim On products & offerings On making a claim On products & offerings On making a claim On products & offerings On making a claim On products & offerings On making a claim On products & offerings On making a claim
Very likely
Somewhat likely
A human advisor in branch
A human advisor over the phone
A human advisor over a video call
An automated service A chatbot A robot in branch
Q. How likely would you be to pay for advice in the following scenarios?
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MANY CONSUMERS WOULD WELCOME MORE DIGITAL EXPERIENCES, DESPITE THEIR CURRENT SCARCITY
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51%48% 48%
46%
38%35% 34% 34% 34%
28%
Access to human advice from homevia an internet-enabled chat or
video device
Making an insurance claim via aninternet-enabled chat or video
device
Advice on the latest products andservices via an internet-enabled
chat or video device
Updating personal details via aninternet-enabled chat or video
device
Making payments via an internet-enabled chat or video device
Willing to access a remote advisor
Desire to replace in-branch access
Overall, younger, male respondents are more likely to be willing to access remote advice from home
Q. Would you be willing to interact with a remote advisor in the following situations?Q. Would you like these digital experiences to replace in-branch experiences?
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Leverage your physical footprint and integrate physical and digital services to meet customer needs more effectively.
What does this mean for insurers?
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Personalize your services as much as possible
CUSTOMER ATTITUDES AND PREFERENCES
2Consumers want tailored, customized offers from their insurers.
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MANY CONSUMERS EXPECT INSURERS TO USE THEIR DATA TO ANTICIPATE THEIR NEEDS AND RECOMMEND PRODUCTS
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7%
14%
31%
37%
11%Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
Q. Should your provider use your data to anticipate your needs, and recommend relevant products and services when and where they’re required?
Top two: 48%
Bottom two: 21%
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THERE IS BROAD INTEREST IN PERSONALIZED DIGITAL SERVICES OFFERED BY INSURERS
52%
60%
64%
Life insurance where premiums are tied to a healthy lifestyle
Pay-as-you-drive auto insurance
Auto insurance where premiums are tied to safe driving
Q. How interested would you be in the following?A. Extremely Interested + Interested
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TAILORED CONTEXT-DRIVEN SERVICES ALSO HAVE GREAT APPEAL
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Q. How appealing would you find the following digital service if offered by your insurer?
Offers and perks based on where I shop most often
Appealing
Not appealing
61%
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15%
19%
35%
24%
8%Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
INNOVATIVE, CUSTOMIZED COMMUNICATION CHANNELS WOULD BE WELCOMED BY MANY CUSTOMERS
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Top two: 32%
Bottom two: 34%
Q. Do you agree that your insurer should introduce new ways of communicating with you, such as via wearable devices or bots?
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Actively target customers who are interested in personalized services with experiences that strengthen their brand affiliation at every touchpoint.
Copyright © 2019 Accenture. All rights reserved. 20
What does this mean for insurers?
20
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Develop bundled offerings that meet a broader set of needs
CUSTOMER ATTITUDES AND PREFERENCES
3Integrated propositions combine products and services from insurers and other vendors, giving customers a “one-stop-shop” to address core needs.
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MANY CONSUMERS ARE INTERESTED IN BUNDLED SERVICES; MOST OF THESEPROSPECTS ARE WILLING TO PAY
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Q. How interested would you be in the following? Would you be willing to pay for these services?
Health & wellbeing package
Home-care package Car-care package End-to-end house buying service
Home security package
How to read this: Chart no. 1 shows that almost 2 out of 3 of the 55% of consumers who are interested in a health & wellbeing package would be willing to pay for it.
55%interested
64%willing to pay
52%interested
65%willing to pay
48%interested
67%willing to pay
50%interested
60%willing to pay
42%interested
57%willing to pay
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Become a key player in an ecosystem that delivers integrated propositions around a customer need.
What does this mean for insurers?
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Offer reciprocal benefits to customers who share their data
4Truly personalized insurance is powered by data.
Customers understand this and are prepared to hand over more personal information in return for a more tailored service.
CUSTOMER ATTITUDES AND PREFERENCES
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THE VAST MAJORITY OF CONSUMERS ARE WILLING TO SHARE DATA IN RETURN FOR A RANGE OF SERVICES
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83% 82% 81% 81% 80%76% 75%
More competitive /lower prices
Faster, easier services A priority service Advice more relevantto your personalcircumstances
Personalized riskmanagement services /
information
Personalized location-based offers
Discounts on non-insurance products /
services
57 percent of respondents said they would be willing to share their data with insurers in return for new benefits.
Q. Would you be willing to share your data in return for the following benefits? A. Yes
2017
Personalizedlocation-based
offers
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Create stronger incentives to encourage customers to share their data.
What does this mean for insurers?
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Work hard to earn trust
CUSTOMER ATTITUDES AND PREFERENCES
Trust is not necessarily a driver of loyalty, but the erosion of trust will certainly increase attrition.
5
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CONSUMERS ARE FAR MORE LIKELY TO TRUST TRADITIONAL PROVIDERS THAN NON-TRADITIONAL PROVIDERS
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43%
32%
23%
12% 11%9%
51%
40%
34%
18%16%
14%
Your main bank Your main insurance provider Online payments companies Tech/telecoms companies or onlineservice providers
Retailers -- online and brick & mortar Social network providers
To look after my long-termfinancial wellbeing
To look after my data
Q. To what extent do you trust the following providers? A. A lot
2017 34 percent of respondents said they trusted insurers to protect their data.
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CONSUMERS’ WILLINGNESS TO BUY INSURANCE FROM NON-INSURANCE PROVIDERS CONTINUES TO GROW
70%A bank
44%
A supermarket chain or other retailer
An online insurer (setting up the account myself)
Auto insurance from an auto dealer
A home service provider (security, telecomms etc.)
An online service provider (Amazon, Google etc.)
67%
56%
50%
38%
YES 2016 YES 2013
60% 43%
54% N/A
30% 14%
29% 23%
38% 20%
26% N/A
Q. How likely are you to consider buying insurance from the following providers? A. Very Likely + Somewhat Likely + Not Opposed
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CONSUMERS ARE CONCERNED ABOUT DATA PRIVACY, BUT MOST DON’T KNOW HOW THEIR DATA IS BEING USED
58%
59%
59%
73%
75%
You can't do too much to protect your privacy
It doesn't matter how careful you are, if you're online you should not expect privacy
I don't know what data is being captured about me or how to keep it private
I am concerned about how companies use my personal data
I am very alert and cautious about the privacy of my personal data
Q. To what extent do you agree with these statements? A. Strongly Agree + Agree
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COST IS THE NO. 1 REASON CONSUMERS SWITCH PROVIDERS, BUT PROTECTING CUSTOMER DATA IS KEY TO RETENTION
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11%
18%
18%
21%
24%
25%
29%
35%
38%
50%
Failure to show commitment to innovation (e.g. new products and services)
No longer being able to access the relevant person when needed
Difficulty accessing my insurer at a time that suits me
Issues / difficulty accessing digital services (e.g. apps, web etc.)
Difficulty or inability to access a local branch
Not / no longer being offered products and services that suit my needs
Not / no longer feeling valued as a customer
Feeling like my complaints are not taken seriously or acceptably dealt with
Issues / concerns over data security
Increase in costs / no longer offering competitive prices
Q. Which of the following, if any, would cause you to leave your insurer?
Causes ranked among the top 3
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Copyright © 2019 Accenture. All rights reserved. 32
• Invest in and communicate clearly on measures to protect customer data.
• Find new ways of creating added value to build consumers’ long-term loyalty; don’t rely on customer “inertia”.
What does this mean for insurers?
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Unlock the potential of an increasingly disrupted market by becoming a hyper-relevant, innovative and data-driven business that can adapt constantly to changing customer needs.
DOWNLOAD THE STUDY NOW.
Contact:
Piercarlo GeraSenior Managing Director, Accenture Financial Services Customer Insight & [email protected]
Jean-Francois GascManaging Director, Accenture Strategy – Insurance
Erik J. SandquistManaging Director, Global Lead for Accenture Insurance Customer Insight & [email protected]
www.accenture.com/FSConsumerStudy2019READ INSURANCE AS A LIVING BUSINESSwww.accenture.com/us-en/insight-insurance-living-business-customer-experience
Become a living business.
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Appendix
34
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4%4%
4%
9%
4%
4%
4%
19%4%
13%
4%
11%
2%
6%
6%
Regions
ANZ Canada ASGR Greater China India
iceg Japan LATAM Africa Gallia
Nordic ASEAN MET UKI United States
FS CONSUMER SURVEY 2019: DEMOGRAPHICS
Country Respondents
Argentina 1000
Australia 2000
Belgium 1000
Brazil 2000
Canada 2000
Chile 2000
China 2000
Colombia 1000
Finland 1000
France 2000
Germany 2000
Hong Kong 2000
India 2000
Indonesia 1000Italy 2000
Japan 2000
Malaysia 1000
Mexico 2000
Netherlands 1000
Peru 1000
Singapore 2000
South Africa 2000
Spain 2000
Sweden 1000
Thailand 1000
UAR 1000
United Kingdom 3000
United States 3000
6%
27%
30%
22%
16%
Age Groups
Gen Z Gen Y Gen X Baby Boomers OAP
Gen Z = 18-21, Gen Y = 22-34, Gen X = 35-50, Baby Boomers = 51-64, OAP = 65+Base: All respondents n=47,000
Copyright © 2019 Accenture. All rights reserved. 35
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INSURANCE PRODUCTS AND PROVIDERS
63%Life insurance
Other, please specify
Auto insurance
55%Home insurance
(e.g. building, contents or renters)
69%
8%
Type of products Number of insurance providers
One insurance provider 59%
10%
2 27%
3
More than 3 4%
More than one 41%
S4 - How many different insurance providers do you currently have policies from?S3 – which insurance product do you currently have?
1,6
Average number of insurance policies
owned
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In almost all cases, the survey results were similar irrespective of the line of business which
respondents were focusing on.
The following slides show those results that did
differ significantly by line of business.
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Copyright © 2019 Accenture. All rights reserved. 38
RETENTION LEVELS FOR AUTO INSURANCE DIFFERSFROM THOSE OF OTHER PRODUCT LINES
Q. How long have you been with your current insurer?
10% 14%9%
18%
24%
17%
20%
24%
22%
23%
21%
25%
17%
9%
16%
9%6% 9%
6 - 12 months 1 - 2 years 3 - 4 years 5 - 10 years 10 - 20 years More than 20 years Don't know
Life Auto Home
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Copyright © 2019 Accenture. All rights reserved. 39
CONSUMERS MOST FREQUENTLY USE ONLINE CHANNELS AND THE PHONE TO GET IN TOUCH WITH THEIR INSURER
39%
55%
40%
70% 73% 75%
61%
30%41%
52%
36%
23%
39%
15% 11%13%
23%
51%41%
33%
15% 13% 14%9% 8%
7% 10% 13% 12% 10%7% 7% 6% 5% 5%
4% 5% 5% 5% 4%
2% 2% 2% 2% 3% 1% 1% 1% 1% 1%
Online website viacomputer
Online via smartphoneor tablet
Email Chat/instant messaging Social media channels Video conversation withadvisor
Automated telephone Live telephone Face to face (branch) Paper mail
Never Yearly Monthly Weekly Daily
Web/App Phone F2FOnline
real-time Post
Q. How often do you use these channels to contact your insurance provider?
Life
36%
Auto
33%
Home
38%
Life 36%Auto 33% Home 38%
Life 45%Auto 54% Home 53%
Life 14%Auto 11% Home 12%Life 36%
Auto 40% Home 40%
Life 67%Auto 72% Home 70%
Life 70%Auto 76% Home 73%
Life 73%Auto 78% Home 74%
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31%
18%
27%
13%11%
7%
11%
6%5% 4%
8%7%
2% 2% 2% 2%2% 1% 1% 1%2% 2% 1% 2%2% 2% 2% 3%
14%
17%
14%
23%
14%
32%
18%
26%
2% 2% 3% 3%
Looking for information about an insuranceproduct/service
Buying an insurance product Updating your personal details Making an insurance claim
Online website via computer Online via mobile app or tablet Email Instant messaging Social media channels Video conversation withadvisor
Automated telephone Live telephone Face-to-face Paper mail
WEBSITES, THE PHONE AND FACE-TO-FACE ARE THE PREFERRED CHANNELS FOR INTERACTING WITH INSURERS
Web/App
Online real-time
Phone
F2F
Q. Which of these channels would you prefer to use for the following actions?
Life 19%Auto 26% Home 25%
Life 15%Auto 20% Home 20%
Life 14%Auto 19% Home 19%
Life 35%Auto 31% Home 30%
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PRICE IS ALWAYS A FACTOR, BUT CONSUMERS SAY SPEED AND CONVENIENCE ARE MORE IMPORTANT TO THEM
5%
9%
10%
11%
11%
13%
14%
17%
24%
25%
27%
28%
30%
32%
33%
Appealing brand
Recommendations of appropriate products and services
Attractive customer loyalty scheme
Ethical and sustainable business practices
Broad range of flexible, high-quality products
Attractive digital banking proposition
Personalized services
Able to contact my bank at a time that suits me
Clear and transparent communications
Competitive pricing
Value for money
Polite and knowledgeable staff
Able to manage my account in a way that suits me
Fast resolution to any issues I may have
Speedy and efficient service
Factors ranked among the top 3 most important
Life 22%
Auto 26%
Home 25%
Q. Which of the following are most important to you when dealing with insurers?
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CONSUMERS’ WILLINGNESS TO BUY INSURANCE FROM NON-INSURANCE PROVIDERS CONTINUES TO GROW
70%A bank
44%
A supermarket chain or other retailer
An online insurer (setting up the account myself)
Auto insurance from an auto dealer
A home service provider (security, telecomms etc.)
An online service provider (Amazon, Google etc.)
67%
56%
50%
38%
Q. How likely are you to consider buying insurance from the following providers? A. Very Likely + Somewhat Likely + Not Opposed
Life 72%
Auto 67%
Home 70% YES 2016 YES 2013
60% 43%
54% N/A
30% 14%
29% 23%
38% 20%
26% N/A
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INNOVATIVE, CUSTOMIZED CHANNELS OF COMMUNICATION WOULD BE WELCOMED BY A SIGNIFICANT SHARE OF CUSTOMERS
Q. Do you agree that your insurer should introduce new ways of communicating with you, such as via wearable devices or bots?
Life 34%
Auto 30%
Home 30%
15%
19%
35%
24%
8%Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
Top two: 32%
Bottom two: 34%
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36%
48%
49%
50%
59%
66%I don’t mind which channel I use; my main concern is getting what I need quickly and easily
I would like my provider to blend physical branches and digital services, so I can interact with them in the way that best suits me
I would like the ability to switch between online and telephone when making a purchase/accessing a service, without it slowing down the process
I am frustrated when I call customer services because my query is rarely resolved by the first person I speak to
I would like to have instant access to face-to-face advice from my bank or insurer via my mobile device
I expect my provider to use my data to anticipate my needs, and recommend relevant products and services when/where they are required
Copyright © 2019 Accenture. All rights reserved. 44
A SEAMLESS MULTI-CHANNEL EXPERIENCE IS A PRIORITY FOR THE MAJORITY OF CUSTOMERS
Q. Do you agree with these statements? A. Strongly agree + agree
Life 52%
Auto 47%
Home 47%
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CONSUMERS ARE FAR MORE LIKELY TO TRUST TRADITIONAL PROVIDERS THAN NON-TRADITIONAL PROVIDERS
43%
32%
23%
12% 11%9%
51%
40%
34%
18%16%
14%
Your main bank Your main insurance provider Online payments companies Tech/telecoms companies or onlineservice providers
Retailers -- online and brick & mortar Social network providers
To look after my long-termfinancial wellbeing
To look after my data
Q. To what extent do you trust the following providers? A. A lot
Life 35%
Auto 29%
Home 32%
Life 40%
Auto 38%
Home 41%
2017 34 percent of respondents said they trusted insurers to protect their data.