Leading insurer and McCann Enterprise client, Zurich, has been independently recognised as one of the best brands in the UK for customer satisfaction.
The provider soared from 188th to 12th in the latest UK Customer Satisfaction Index (UKCSI) – achieving the biggest annual rise in customer satisfaction of any UK company. Published by the Institute of Customer Service, the UKCSI rates customer satisfaction across 13 sectors, incorporating the views of 10,000 consumers on 247 brands. The provider was also ranked 1st in the insurance sector for ethical business behaviours and connecting with consumers, and 5th and 7th respectively across all companies.
Zurich’s increase was driven, in large part, by its successful 99% claims paid brand campaign. Working with McCann Enterprise and Universal McCann, they created a simple yet highly impactful message highlighting the insurer’s commitment to doing the right thing for customers. The budget was not substantial when compared to some of the big insurance spenders, but through smart targeting the campaign clearly reached the right consumers and drove Zurich’s score in the Emotional Connection and Ethics dimensions.
Tracy Waxman, Zurich’s Head of Marketing Communications, said: “As a largely broker-led business, and one where direct contact with customers is still relatively limited compared to other top-performing brands in the survey, the role of customer perception cannot be under-estimated. Our campaign on paying claims, boosted recently with investment in brand communication, has helped drive a number of metrics in the survey, from service reliability –which is the number one driver of satisfaction – to more emotional customer priorities such as making customers feel reassured and keeping our promises. It is also particularly pleasing that we are ranked 4 and 7 for Ethics and Emotional Connection respectively, which were a focus of our brand campaign.
“We’ve achieved this performance in such a short space of time by highlighting our claims record and being consistent in the way that we have communicated our commitment to doing the right thing for our customers. Investing in our brand and establishing a powerful and confident voice in the market place has paid dividends.”
Stephen Meade, CEO of McCann Enterprise, said: “Ultimately, this enormous 176 place leap is a testament to the power of investing in your brand. We are very proud of this campaign, which emphasises Zurich’s proven ability to pay out 99% of UK claims and is underpinned by a cultural truth whereby Zurich leads by its actions rather than words. This is even more impressive given the intermediated environment Zurich operates in, where the customer is often one step removed from the brand. This achievement has been born of a six-year relationship and we look forward to continuing building upon this success over the coming years.”