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Digital Customer Experience Studies

Digital Customer Experience

Digital general insurance shopping is a highly competitive landscape, rapidly shifting to meet dynamic consumer demands and preferences. UK insurance shoppers have increasingly turned to online sources of information while making their purchasing decisions. In fact, 80 percent of UK motor insurance shoppers engage in research online, and 45 percent make the final purchase online. This means that providing an effective and compelling digital customer experience is crucial.

ACORD conducted a comprehensive study identifying and screening over one thousand UK carriers, brokers and aggregators, and evaluating more than one hundred criteria across more than ten customer segments. Using a proprietary methodology, we evaluated the top sites based on measurable criteria around user experience, functionality, and underlying strategy.

Survey & Study Methodology

In 2017, ACORD conducted an extensive study of the digital experience delivered by insurance companies in UK personal lines. The study evaluated all websites selling personal lines insurance, utilizing criteria across a multitude of dimensions:

  • 36 Enablement criteria
  • 61 Engagement criteria
  • 9 Aggregator-Specific Functionality criteria
  • 7 Tactical & Strategic criteria

Both single-user and multi-user surveys were utilized to evaluate the sites, resulting in over 10,000 total impressions. A proprietary screening and scoring methodology was used to rank the candidate websites on overall digital customer experience.

ACORD repeated this survey in 2018, and is currently conducting research on digital customer experience in other geographies and lines of business.


ACORD analyzed the survey results to rank the websites evaluated, and determine the common characteristics associated with delivery of quality digital customer experience. The top-ranking company in the study received the Best Digital Customer Experience Award at the Insurance Times Awards in 2017, and again in 2018. A complete analysis of the study and its implications was presented in an accompanying white paper.