Loyalty to agents remains high, according to a recent servicing survey.

image of couple talking with their insurance agentConsumers who purchase their auto insurance through a local agent are less likely to want to change carriers, according to a recent report by Internet marketing research company comScore. The firm’s April 2011 auto insurance report was released in two pieces—one focused on sales and the other on service.

The servicing report keyed in on consumers engaging in online servicing activity and their attitudes and preferences towards agents, among other things. Approximately two-thirds of consumers who have been involved with at least one servicing aspect of their auto insurance in the past year (including policy management and adding or removing a driver) said they seriously consider changing carriers.

Although customer loyalty in general has declined, the good news for independent agents is that they seem to still have an advantage over online insurance purchasing options. According to the comScore servicing report, 70% of respondents who purchased auto insurance online are seriously considering changing their policy, whereas only 50% who purchased through a local agent feel the same way.

Agents remain important to customers even after they’ve purchased their policies. ComScore’s report found that 81% of those who purchased their auto insurance through an agent consider their agent to be valuable. That same group (61% of total survey respondents) said they have contact with their agent on a monthly basis, often via the phone. When it comes to meeting with their agent in person, 60% of respondents said they do so at least once a month, whereas 26% said they never do so. 80% of respondents said they prefer their agents to contact them by telephone.

Independent agents who have jumped into the social media world with Facebook pages and Twitter accounts should be sure the word is getting out to their clients. 73% of comScore respondents said their agents are not yet involved with social media. However, 83% of that same group said that even if their agents were involved with social media, they would not like to interact with them in that manner.

ComScore surveyed more than 4,000 U.S. online auto insurance shoppers in April 2011 to ascertain general attitudes, and also passively observed a panel of 1 million consumers. 

Salzberg Insurance is an independent with you the customer in mind. Contact us today 757-583-1828 for a quote.

(Source: IAMagazine.com)

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