Research and advisory firm Forrester says European motor and home insurers struggle to create an excellent customer experience because of their low-touch models.

It said channel complexity and price sensitivity contributed to the issue and that insurance customers value person-to-person interactions or a hybrid of physical and digital experiences, as opposed to a digital-only experience.

The findings were published in Forrester's 2020 European Insurance Customer Experience Index.

Oliwia Berdak, VP and research director at Forrester said: “Our research shows that the quality of CX across European insurance is relatively low, with the majority of customers rating the quality of their auto and home insurance experiences as OK.”

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