When it comes to using the internet
to put their message across, some US insurers are getting it right
while others are failing, reports internet consultancy and research
firm Customer Respect Group (CRG).
In its first quarter 2010
evaluation, CRG named five insurers with websites meeting their
full range of criteria in areas including best practices, online
trends and developments within the commercial web environment. They
are Axa Equitable, Fidelity, John Hancock, Nationwide and
TIAA-CREF.
Three other websites were found by
CRG to be performing well in certain areas relative to their
competitors. They are Mass Mutual, Principal Financial and The
Hartford.
CRG provided insight into why many
insurers are not meeting its required standard by evaluating a
number of specific weak points in many insurers’ websites:
- Many landing pages do not support
key tasks. Visitors researching retirement options will, in many
cases, not have a satisfactory ‘base’ page from which to find out
about products and services; - Confusing navigation that hinders
task completion. Too many sites require visitors to navigate
through different domains to get the full picture. Also, content is
too often structured illogically; - Not all companies make it easy for
site visitors to get in touch. Visitors frequently need to involve
a representative, either to get answers to questions or to move the
process another step towards completion. Not all sites make this
easy enough; - Interactive guides/tools, video
not used enough. Interactive tools, calculators, guides and video
are a very good way of simplifying complex content and decisions
taking advantage of the unique platform the web provides. The
industry has been slow to adopt this technology; and - Not all sites are meeting demand for self-management.
Opportunities to log into account management facilities, and
demonstrations of what can be done behind the log-on, are not
prominent on all sites. This gives the impression that enabling
customers to manage their own accounts is not a priority for
organisations.
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