Esurance has the top auto insurance Web site based the site's ability to provide quick answers to consumers questions and its easy rate-quote questionnaire, according to a new report by Change Sciences Group Inc. The report, "Online Auto Insurance Customer Acquisition: Customer Experience Benchmarks and Best Practices," ranks Web sites according to their support for the goals of first-time buyers, married couples, and senior citizens. These goals include:
"In addition to presenting consumers with well-communicated and unique offers, insurers must identify and answer key customer questions up front to distinguish themselves," said Steve Ellis, a Change Sciences partner. In addition to Esurance, State Farm and Allstate round out the top three by answering the questions of uninformed consumers and by distinguishing their offerings. AIGDirect places last by burying information in FAQs and not allowing users to accurately specify their coverage amounts in the online rate quote questionnaire.
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