UK insurers are failing to deliver multichannel customer service to customers and prospects, answering just 40% of routine questions asked via the web, email and Twitter, according to research.

The 2015 Eptica Multichannel Customer Experience Study also found that:

  • Email is the best channel for customer service, with 50% of insurers successfully answering questions emailed to them (up from 30% in 2014), in an average time of 20 hours
  • Twitter response rates have remained static, with just 30% of questions answered through this channel. However average response times had worsened considerably – from 37 minutes in 2014, to eight hours 52 in 2015
  • Company websites are worst at providing answers, with just 40% of questions answered – though there was a big gap between best and worst. One insurer scored 60% – another 0%.

The Eptica research evaluated ten UK insurers across the general, motor, home, life, travel and pet sectors on their ability to answer ten questions asked via the web, as well as their speed and accuracy in responding to email, Twitter and web chat..

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