Pet Death Just as Upsetting as Losing a Family Member in Britain, New YouGov Survey Says

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Embargoed until 00.01 hours Friday 24 June 2016. Friday is Bring Your Dog to Work Day in the UK and almost two thirds of respondents said the death of a family pet would upset them as much as the loss of a family member, according to brand new YouGov research commissioned and issued today (24 June) by Aquarium Software.

Mark Colonnese

Our results really highlight the sensitivity of issues surrounding a pet’s death. While this would be obvious to, for instance, a life insurance company, our survey reinforces the need for an empathetic customer journey among pet insurers.

The majority (63%) of Brits would grieve the loss of a pet as deeply as that of a family member, the new survey carried out by global pet insurance technology integrator, Aquarium Software, has revealed. The YouGov results illustrate the strength of the bond between pets and their owners, according to Mark Colonnese, Aquarium’s VP, Sales and Marketing. The firm has bases in Manchester and Oxford, UK; Kerrville Texas, USA; and Dublin, Eire.

“Brits have always been renowned as a nation of dog lovers, but it seems the stereotype is incorrect – we love animals full stop.” Mark says. “As someone who owns two dogs, the results of the survey have not come as too much of a surprise to me, but I know that some of my colleagues were pretty surprised just how important we think our pets are.”

The survey showed that the feelings were even stronger among women, 71 per cent of whom would regard a pet death as equally upsetting to that of a family member’s, compared to 55 per cent of men. The bond between pets and owners was recently highlighted by the case of Monty the Goldfish, whose owners’ decision to pay £200 for an operation drew national press attention. This commitment to our pets points to lessons to be learnt for both consumers and insurers, according to Mark. “From a consumer perspective, the message has to be to insure our pets! Animal operations can prove extremely costly, and given our attachment to our pets, we’re probably going to end up shelling out regardless. Despite this, our survey also showed that 57 per cent of pet owners do not have their pets insured. To avoid having to make a very difficult – and costly – decision in future, pet owners really ought to invest in pet insurance.” Mark adds.

“There are also valuable lessons for insurers. In their case, our results really highlight the sensitivity of issues surrounding a pet’s death. While this would be obvious to, for instance, a life insurance company, our survey reinforces the need for an empathetic customer journey among pet insurers. The first step of this process is ensuring a smooth, seamless process to minimise stress for newly bereaved pet parents. An intuitive, omnichannel technology solution is a central part of that and should be a priority for all pet insurers.” Mark concludes.

Aquarium Software is currently being implemented by a number of key pet insurers, and affinity partners in the UK, Europe, USA and Canada. For further information contact Aquarium Software on +44 (0)161 927 5620 or visit http://www.aquarium-software.com

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Jon Gardner
BeyondPR
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