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Digital Doubts: Customers unsatisfied with digital insurance options, J.D. Power says

Toronto, Ontario — A new study from J.D. Power has found that despite the large amounts of money being poured into customer-facing websites and mobile apps by insurance companies, customer satisfaction with digital shopping is on the decline.

The 2022 U.S. Insurance Digital Experience Study found that customer satisfaction fell 16 points from last year, bringing the total score to 499 out of a possible 1,000 points.

J.D. Power attributed the decline to customer frustration with rising rates and the inability to find lower premiums through shopping for a new policy.

It was found that the access traditional insurance companies have to human support systems is helping keep them competitive with purely digital insurance providers.

According to J.D. Power, the study evaluates digital consumer experiences among both property and casualty insurance shoppers seeking quotes and existing customers conducting typical policy-servicing activities.

It was found that “The streamlined user experience, seamless customer support and improved navigation that was supposed to define the digital transformation of the property and casualty (P&C) insurance industry—and improve customer satisfaction—has been overpowered by rising rates,” according to the study.

According to J.D. Power, Safeco ranked highest in the service segment with a score of 738, followed by State Farm (733) and Progressive (725). Regional insurers scored highest in the shopping segment, with Country Financial (525) ranking first, and Auto Club of Southern California (517) and Auto-Owners Insurance (517) ranking second in a tie.

J.D. Power did not release the full results of the study, which was based on 10,671 evaluations and was fielded in February-March 2022.

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