Allstate, State Farm and Geico Have Best Reputations Among Auto Insurers, According to Market Force Study

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More than eight in 10 consumers said their auto insurance claim process worked well

10% of consumers actually switched insurance providers in the past 12 months, driven primarily by service and fee or rule changes

Consumers report high satisfaction levels with their auto insurance companies over the past year, and they view Allstate, State Farm and Geico as the most reputable auto insurance providers. These findings and others were revealed in a new survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions.

The survey looked at auto insurance preferences and trends and found that Allstate and State Farm Insurance nearly tied for insurers with the best reputation, with each earning about 21% of the votes. Geico ranked third with 14%, while USAA and Progressive each earned 6% to tie for fourth place.

A key driver in satisfaction with auto insurance providers is how they process claims. Of the eighteen percent of survey respondents who reported filing a claim with their auto insurance provider in the past year, 85% of said they were satisfied with the way the claim was processed.

When the consumers were asked why they chose one auto insurance provider over another, most (59%) said their decision was based on price. The ability to get complete services from one provider played a big roles as well, with 27% citing it. And indeed, two-thirds of consumers reported that they get other types of insurance from their providers. Other influencers that ranked high in the selection process included recommendations from friends and the financial stability of the provider.

Advertising Drives Perceived Value, Makes Consumers Mull a Switch
When asked which company is doing the best job communicating its value to consumers, Geico outscored all others by a large margin. Four out of 10 consumers selected Geico, followed by Allstate, Progressive and State Farm, with 22%, 17% and 11%, respectively.

More than three out of four of the respondents said they saw an auto insurance ad in the last 60 days, and most (93%) reported seeing the ad on television. Advertising awareness appeared to be a large motivator among consumers who contemplated switching providers. One quarter of the study participants who said they considered switching to a different company had checked out another insurance provider based on an ad they saw.

Ten percent of consumers actually switched insurance providers in the past 12 months, driven primarily by service and fee/rule changes. Twenty-five percent indicated they made a change because they were unhappy with their service, and 20% changed because their provider implemented new fees/rules that adversely affected them. Of those who switched providers, 74% went to providers with better pricing.

So what do auto insurance providers need to do in order to build loyalty for life? Be fair. This includes having infrequent rate changes, rewarding customers for loyalty, providing great service and building a personal relationship with the consumer.

The survey was conducted in August 2010 among the Market Force network of more than 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. The pool of 2,800 respondents ranged in age from 18 – 72 and reflected a broad spectrum of income levels, with 53% reporting incomes of more than $50,000 a year. Seventy-two percent work full or part time. Seventy-four percent were women – the primary household consumer purchasers. Half of the participants said they have children at home.

About Market Force Information
Market Force Information, Inc. is the leading global customer intelligence solutions company for business to consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: and follow us on Twitter @MarketForce.


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Rebecca Scanlan

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