Reading Time: 4 minutes wins first place in the study on liability insurance for businesses. In this study, conducted among 100 customers with their own companies, on desktop, the bank gets a Digital Sales Score of 33 points. comes in second with 31 points, and completes the top-three with a score of 19.

On Customer Experience, also manages to get the highest score, with 68 points. once again takes second place, with a 66-point total, and Univé.nl follows with a CX-Score of 61.

  • Digital Sales Score
    Study: Liability Insurance for Businesses
    Time: December 2018
    Country: Netherlands
  • Score
  • 1 33
  • 2 31
  • 3 19
  • 4 17
  • 5 15
  • 6 13
  • 7 12

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The highest findability scores in this study were those of (50%), Univé.nl (48%), and, standing out remarkably from the rest: (69%). This high Findability, however, doesn’t lead to a higher Preference, as has a 26% Conversion. In this study, Univé is slightly on the low side, with a 19% Conversion score. has a Conversion of nearly 50% wows with a Conversion percentage of no less than 47% on a 15% Findability. It knows how to convince the customer to get their liability insurance with them.

New: The Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes of Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Onderzoek AVB
    Meting: December 2018
    Land: Nederland
  • Score
  • 1 68
  • 2 66
  • 3 61 scores high in customer experience in First Impression and In Depth

Rabobank is the absolute king of Customer Experience and wins all themes in the First Look and In Depth, getting a total CX Score of 68. comes in second, with a CX Score of 66, and Univé is the final member of the top-three with a total of 61 points. Customers say about “The website looks professional, the language is business-like yet understandable.” The customer also likes that they’re assisted during the process of making a choice.

Customers not loyal to own liability insurer

That the website helps convince customers to switch insurers is proven by the answers to the question ‘are you willing to switch insurers?’. More than half of all customers, a total of 55% of respondents, is willing to switch to a different insurance company. This seems to imply a relatively weak connection between customer and company.

A few Insights from the study

  • Rabobank wins the study on liability insurance for businesses. The bank receives a DSS of 33 points. gets second place with 31 points. The top-3 is completed by Interpolis with a DSS of 19 points. and are the clear favorites.

  • (69%), Rabobank (50%), and Univé (48%) are found most often. Rabobank is by far the most convincing, which shows in a 42% conversion percentage. Centraal Beheer and Univé follow with respective scores of 26% and 19%.

  • impresses with a 47% conversion percentage. Interpolis’ findability, however, is lowest of all insurers, at only 15%.

  • is clear master of Customer Experience, and wins all these in First Impression and In Depth.

  • 55% of respondents is willing to switch insurers. This seems to imply a relatively weak connection between customer and company.

Goal & Relevance of this study

The goal of this study is to map the digital experience of customers orienting themselves on a liability insurance for business, which insurer they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues insurers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.