The push toward utilizing the Internet as the next weapon in the arsenal of customer service channels is old news now, but figuring out what customers do and don't like about conducting transactions on insurers' Web sites will likely always be a concern.

To this end, San Francisco-based Tealeaf Technology Inc., commissioned its 4th annual survey (conducted by Harris Interactive, Rochester, N.Y., and included data from Forrester Research Inc., Cambridge, Mass.) focused on consumer transactions on shopping, banking, travel and insurance Web sites of online consumer behavior.

Nearly 87% consumers conducting transactions online have experienced problems. The survey also reports that if consumers experienced an online transaction issue, 41% switched to an online or offline competitor, or abandoned the transaction altogether.

Another key finding is that companies need to ensure they understand their customers' online experience. While user expectations are high-84% of online adults felt there is no reason an online transaction can't be completed on the first try-most sites are not meeting those expectations.

The survey found a willingness to conduct business online, as 84% of adults conducted an online transaction in the past year, and of them, 35% generally preferred to conduct business online. Further, 22% adults who conducted an online transaction in the past year expected even better customer service online than with personal transactions.

(c) 2008 Insurance Networking News and SourceMedia, Inc. All Rights Reserved.

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