Auto Insurers' Cross-Channel Experience, 2009

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large auto insurers — 21st Century Insurance, Allstate Insurance, Geico, and State Farm. Overall, the auto insurers performed fairly well relative to the other industries, but they didn't come close to cross-channel excellence. Geico, propelled by its online experience, was the highest scoring insurer. While each auto insurer suffered from its own set of problems, our research also uncovered a number of good practices, such as Allstate's virtual agents, 21st Century's informative emails, and State Farm's Web-to-agent transitions. To improve cross-channel experiences, customer experience professionals should evaluate their firms' experiences and then chart a path on the customer experience journey.