While insurers have certainly ramped up their online offerings and focused on Web customer experience in the past few years in an effort to broaden access to their products and grow consumer appeal, it appears their customers still feel as though they're better serviced through more traditional channels.

A survey released yesterday by eGain Communications Corp., a multi-channel customer service and knowledge management software provider, found that overall customer service performance of leading insurance providers in North America remained flat in 2010 when compared to 2009. eGain's 2010 "State of Customer Service Study" revealed that while insurers excelled at providing good service to their customers in the call center, those results were offset by "below average" or "poor" performance both on their Web sites and via e-mail. Also, there was a noticeable decline in cross-agent service consistency in the past year.

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