Axa, Liverpool Victoria and Legal and General have best websites

Independent research from customer experience benchmarking company, Global Reviews, says that AXA PPP healthcare offers health insurance customers the best online customer experience, while Liverpool Victoria and Legal and General are the best for life insurance customers.

Global Reviews has been benchmarking the customer experience of health and life insurance websites for the last 10 years. The sites are assessed against more than 500 criteria including; the information available to prospective customer, customer support, and general site usability. To meet basic customer experience requirements websites must achieve 55%. The criteria are set using independent research into what customers say they want from an insurance website, and global online best practice.

Global Reviews’ health insurance benchmark objectively measures customers’ experience on six leading health insurance website including AXAPPP healthcare, Simplyhealth, Pru Health, Aviva, Saga and Bupa. This year only AXAPPP  healthcare scored above 55% with a score of 57% and there is a big difference between the provider scores with an industry average of only 45%.

The life insurance benchmark measures customer experience on nine leading life insurance websites including Liverpool Victoria, Legal and General, Tesco, Sainsbury’s, Aviva, Direct Line, More Th>n, Marks and Spencer and Axa. Liverpool Victoria and Legal and General lead the way and meet the customer experience target with a score of 55%. The industry average score is 50%.

Global Reviews suggest that most health and life insurance providers are struggling to explain and promote these products well to customers online.

Harvind Bhatti of Global Reviews says, “Life and health insurance are a complex products but the overall low scores highlight that there is a lot more that brands can do to overcome some of the industry specific issues around product explanation and education. A closer look at the 32 sub-categories within all three benchmarks highlights that the brands vary in performance in different categories, which reveal that individual brands can learn a lot from other providers in their industry.”


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Axa, Liverpool Victoria and Legal and General have best websites
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