Insurance websites 'fail to meet customer needs'

Consumers find websites for insurance companies difficult to use and navigate, a new study has found.

Insurance firms are failing to meet customer expectations with their online facilities and offering, a report by eMarketer into insurance marketing on the internet has revealed.

The main issues that customers cited as problematic were poor website design, a lack of transparency and security worries, which could lead to negative online experiences.

Lisa Phillips, a senior analyst at eMarketer, remarked: "Consumers do not lower their expectations for service, privacy and usability when contacting their insurers, so companies risk harming their reputations and brands by not improving their online customer experience and service."

Even though such problems were encountered by internet users, the study reported that US insurance companies make up 30 per cent of the financial services internet ad spend. Furthermore, the report predicts the sector could be worth $2.3 billion (£1.2 million) in four years time.

Yesterday, an expert in the technology and internet field urged small businesses to invest in the technological capabilities of the company. Consultant security forum manager for the British Computer Society Andrea Simmons said that firms needed a "spend to save" outlook.

© Adfero Ltd

15 Aug 2007 14:51:11 (Source: Adfero)