13 August 2018
Two new studies have revealed that RACQ and RAC WA are Australia’s Most Recommended Brands in motor and property insurance respectively for 2018.
The 2018 Motor Insurance Consumer Recommendation and Loyalty Study and The 2018 Property Insurance Consumer Recommendation and Loyalty Study, conducted by Engaged Strategy, each surveyed over 1,600 Australian motor and property insurance customers using advanced Brand and Customer Experience metrics, including the popular Net Promoter Score.
The motor insurance study found that industry leader RACQ achieved a Net Promoter Score of positive 40 per cent. This was substantially higher than the category average of positive 8 per cent, with the lowest performing brand achieving a distinctly low Net Promoter Score of negative 14 per cent.
Similarly, the property insurance study found that industry leader RAC WA achieved a Net Promoter Score of positive 37 per cent, which again was considerably higher than the category average of positive 6 per cent, and outstripped the lowest performing brand which scored negative 9 per cent.
Property and motor insurance protects against the unexpected, and by extension unplanned expenses, but are sometimes viewed by customers as a grudge purchase. Customers never know for sure if they will need to make a claim, and this uncertainty can create unease in customers’ minds. This has led to popularisation of product comparison websites, such as iSelect and Choosi, essentially reinforcing the commoditisation factor affecting this industry and leading customers to the insurer offering the lowest premiums.
Engaged Strategy Managing Director Christopher Roberts explains that brands like RACQ and RAC WA understand that insurance as a product is for peace of mind in case something happens, but how these brands win is by offering their members more added value right now. Other insurance brands have started to offer discounts on a variety of goods and services, but nobody owns this territory better than motoring clubs. Their entire legacy began as ‘member’ organisations, as opposed to ‘commercial’ brands who also offer discounts. This distinction may seem small, but plays a huge role in how customers feel about recommending their provider.
“Being the most recommended brand in this category is not just about insurance features and service. Offering their members more than simply insurance was the key to creating a clear positive point of difference that enabled their members to promote their brand,” Roberts said.
In the motor insurance study, Australia’s largest insurers were assessed in the study, including AAMI, Allianz, APIA, Budget Direct, Coles Insurance, GIO, NRMA, RACQ, RACV, RACWA, Suncorp, and YOUI.
The largest property insurers in Australia were also assessed in the property insurance report, which included AAMI, Allianz, APIA, Budget Direct, Coles Insurance, CommInsure, NRMA, RACQ, RACV, RAC WA, and Suncorp.
The complete versions of the 2018 Motor, and the 2018 Property Insurance Consumer Recommendation & Loyalty Studies are available respectively within Engaged Strategy’s Intelligent Industry Analytics package for motor & property insurance.
Engaged Strategy is a strategic consultancy that focusses on helping businesses grow by developing fresh customer, marketing, digital and organisational strategies. Christopher Roberts is an Industry Fellow at the University of Queensland, Australia.
Net Promoter, NPS and Net Promoter Score are trademarks of NICE Satmetrix Systems Inc., Bain & Company and Fred Reichheld.
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