Building brand value through roadside assistance
More than half of the drivers on America’s roads will typically require roadside assistance in the course of a year. Research undertaken by Agero has revealed that, if the roadside assistance is provided through the driver’s insurer, it can increase customer satisfaction, with the insurer’s net promoter score rising by six points on average.
This translates into a 35% increase in the driver’s likelihood of renewing with that insurer, significantly raising the lifetime value (LTV) of the insurer’s customer relationships. [Assuming industry average premiums,] this increased LTV would translate into an additional $276 per customer.
For auto insurers, the high cost of acquiring new customers makes this a particularly attractive benefit to offer. It costs between seven and nine times more for an auto insurer to win a new customer than to retain an existing one. Lowering customer churn therefore makes strong economic sense.
Page 22
Made with FlippingBook - Online magazine maker