- Axa best health insurance website
- Liverpool Victoria and Nationwide offer best website for home insurance
- Liverpool Victoria and Legal and General best websites for life insurance

Independent research from customer experience benchmarking company, Global Reviews, has found that Axa offers health insurance customers the best online customer experience, Liverpool Victoria and Nationwide the best websites for home insurance customers and Liverpool Victoria and Legal and General the best for life insurance customers.

Global Reviews has been benchmarking the customer experience of Health, Life and Home Insurance websites for the last 10 years. The sites are assessed against more than 500 criteria including; the information available to prospective customer, customer support, and general site usability. To meet basic customer experience requirements websites must achieve 55%. The criteria are set using independent research into what customers say they want from an insurance website, and global online best practice.

The Home Insurance benchmark measure customers experience on 13 leading home insurance websites including Liverpool Victoria, Nationwide, Churchill, Halifax, More Th>n, The AA, Aviva, Direct Line, Saga, Tesco, LTSBi, Barclays and RIAS. The study found that Liverpool Victoria and Nationwide lead the way with a score of 57%. Many of the other providers have improved the quality of customer experience offered on their websites and the gap is closing fast with an industry average of 53%.

Global Reviews’ health insurance benchmark objectively measures customers’ experience on six leading health insurance website including AXA, Simply Health, Pru Health, Aviva, SAGA and BUPA. This year only Axa PPP scored above 55% with a score of 57% and there is a big difference between the provider scores with an industry average of only 45%.

The Life Insurance benchmark measures customer experience on nine leading life insurance websites including Liverpool Victoria, Legal & General, Tesco, Sainsbury’s, AVIVA, Direct Line, More Th>n, Marks and Spencer and AXA. Liverpool Victoria and Legal and General lead the way and meet the customer experience target with a score of 55%. The industry average score is 50%. It seems that the Health and Life insurance industry is struggling to explain and promote these products to customers online.

Harvind Bhatti, Global Reviews General Manager, said, “Life and Health Insurance are a complex products but the overall low scores highlight that there is a lot more that brands can do to overcome some of the industry specific issues around product explanation and education. A closer look at the 32 sub-categories within all three benchmarks highlights that the brands vary in performance in different categories, which reveal that individual brands can learn a lot from other providers in their industry.”


The study was carried out in Q3 2010

For media inquiries please contact;

Catherine Roan
Roan Media
07801 817 451

About Global Reviews
Global Reviews is an international market research company that focuses on making the world’s companies more effective by helping them create great customer experiences. Established in 2000, Global Reviews provides clients with objective and independent measurement through Customer Experience Benchmarking, Customer Behaviour Research and Usability Testing Programs. The Global Reviews Customer Experience Index has been adopted by many business leaders as the standard for measuring their multi-channel sales and service effectiveness.

Global Reviews works across over 40 industries and clients in the UK include Vodafone, AVIVA, Halifax Insurance, Lloyds TSB Insurance, Liverpool Victoria and Mercedes. More information about Global Reviews is available at www.globalreviews.co.uk.

Published on: 11:13AM on 27th January 2011