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Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points

<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width,initial-scale=1"/><meta name="robots" content="max-image-preview:large"/><title>Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points</title><meta name="description" content="Insurance rate increases stall sales but trust can win satisfaction, brand advocacy, reports J.D. Power."/><meta property="og:title" content="Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points"/><meta property="og:description" content="Insurance rate increases stall sales but trust can win satisfaction, brand advocacy, reports J.D. Power."/><meta property="og:url" content="https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points"/><meta property="og:type" content="article"/><meta property="og:image" content="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/bltaf571205b4e46d13/6671f42ef66fc69c1598008e/0618ndTrust.jpg?disable=upscale&amp;width=1200&amp;height=630&amp;fit=crop"/><meta property="oc:keywords" content="Dealers, Finance &amp; Insurance"/><link rel="canonical" href="https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points"/><script type="application/ld+json">{"@context":"https://schema.org","@type":"Article","datePublished":"2024-06-20T11:30:00.000Z","dateModified":"2024-06-20T11:30:02.918Z","headline":"Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points","mainEntityOfPage":"https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points","image":{"@type":"ImageObject","url":"https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/bltaf571205b4e46d13/6671f42ef66fc69c1598008e/0618ndTrust.jpg","caption":"J.D. Power reports 51% of survey respondents have little trust in auto insurers.","creditText":"Getty Images"},"author":[{"@type":"Person","name":"Nancy Dunham","image":"https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt152c7694ff9d8ed0/6614eb77d373cb99463fbb0d/ProNancy2.jpeg","url":"https://www.wardsauto.com/author/nancy-dunham"}]}</script><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://www.wardsauto.com"},{"@type":"ListItem","position":2,"name":"Dealers","item":"https://www.wardsauto.com/dealers"}]}</script><link rel="preload" href="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/bltaf571205b4e46d13/6671f42ef66fc69c1598008e/0618ndTrust.jpg?width=1280&amp;auto=webp&amp;quality=10&amp;format=jpg&amp;disable=upscale&amp;blur=40" as="image"/><meta property="twitter:card" content="summary"/><script type="text/javascript">window.NREUM||(NREUM={});NREUM.init={distributed_tracing:{enabled:true},privacy:{cookies_enabled:true},ajax:{deny_list:["bam.eu01.nr-data.net"]}}; ;NREUM.loader_config={accountID:"3936348",trustKey:"3288925",agentID:"538600226",licenseKey:"NRJS-26ae6a3b09493bbcc87",applicationID:"538600226"}; ;NREUM.info={beacon:"bam.eu01.nr-data.net",errorBeacon:"bam.eu01.nr-data.net",licenseKey:"NRJS-26ae6a3b09493bbcc87",applicationID:"538600226",sa:1}; ;/*! 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data-src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt0561d98f510b6100/6745f95cabddb868de2ee179/Volkswagen-ID.2all_Concept-2023-1280-aa5b4b093e6b003d9ed372c0702797225a.jpg?width=700&amp;auto=webp&amp;quality=80&amp;disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt0561d98f510b6100/6745f95cabddb868de2ee179/Volkswagen-ID.2all_Concept-2023-1280-aa5b4b093e6b003d9ed372c0702797225a.jpg?width=700&amp;auto=webp&amp;quality=80&amp;disable=upscale" loading="lazy" alt="" title=""/></div></a><a data-component="keyword" class="Keyword Keyword_variant_standard Keyword_title_volkswagen ContentPreview-Category" data-discover="true" href="/automakers/volkswagen-group/volkswagen">Volkswagen</a><div class="VerticalCard"><div class="VerticalCard-Body"><a class="VerticalCard-Title VerticalCard-Title_displayOption_default" data-testid="preview-default-title" data-discover="true" href="/volkswagen/volkswagen-charting-reset-on-bevs">Volkswagen 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class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Nov 26, 2024</span><div data-module="card-time" class="CardTime"><div data-component="article-read-time" class="ArticleReadTime ArticleReadTime_size_small CardTime-ReadTime"><span>1 Min<!-- --> <!-- -->Read</span></div></div></div></div></div></div></div></div></div></div></div></div></div><div class="MainMenu-MenuItemWrapper"><div class="MainMenu-MenuItem" role="menuitem" tabindex="0" data-testid="openSubMenu" aria-label="Open Sub menu of Industry"><span class="MainMenu-MainTitle">Industry<span data-component="icon" data-name="ChevronDown" class="MainMenu-SubMenuIcon" style="mask-image:url(/build/_assets/ChevronDown-PF4EH6J6.svg);-webkit-mask-image:url(/build/_assets/ChevronDown-PF4EH6J6.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></span></div><div class="MainMenu-SubMenuWrapper"><div 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data-discover="true" href="/industry">Industry</a><a class="ContentPreview-IconWrapper" title="Link to all video" data-testid="content-preview-icon-link" data-discover="true" href="/videos"><span data-component="icon" data-name="Play" class="ContentPreview-Icon" style="mask-image:url(/build/_assets/Play-CLWHZVKX.svg);-webkit-mask-image:url(/build/_assets/Play-CLWHZVKX.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></a><div class="VerticalCard"><div class="VerticalCard-Body"><a class="VerticalCard-Title VerticalCard-Title_displayOption_default" data-testid="preview-default-title" style="margin-bottom:0" data-discover="true" href="/industry/autoline-daily-2024-top-industry-news-for-nov-27">Autoline Daily 2024: Top Industry News for Nov. 27</a><a class="VerticalCard-Title VerticalCard-Title_displayOption_mobile" data-testid="preview-mobile-title" style="margin-bottom:0" data-discover="true" href="/industry/autoline-daily-2024-top-industry-news-for-nov-27">Autoline Daily 2024: Top Industry News for Nov. 27</a></div><div class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Nov 27, 2024</span></div></div></div></div><div class="ContentPreview" data-module="content-preview" data-variant="card-vertical"><div class="ContentPreview-Wrapper ContentPreview-Wrapper_variant_cardVertical"><a data-testid="thumbnail" data-discover="true" href="/volkswagen-group/volkswagen-pulls-out-of-controversial-chinese-factory-facing-forced-labor-claims"><div class="ContentPreview-ImageContainer"><span data-testid="content-preview-screen-reader-text" class="ContentPreview-ImageScreenReaderText">Volkswagen SAIC Xinjing Plant</span><img data-testid="content-preview-image" data-component="image" class="ContentPreview-Image" 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class="TwoColumnLayout"><div id="portal-root"></div><div class="TwoColumnLayout-Head"><div class="ArticleBase-Header"><ul class="ArticleBase-Topics" data-testid="article-topics"><li class="ArticleBase-Topic"><a data-component="keyword" class="Keyword Keyword_variant_category Keyword_title_dealers" data-discover="true" href="/dealers">Dealers</a></li><li class="ArticleBase-Topic"><a data-component="keyword" class="Keyword Keyword_variant_category Keyword_title_financeInsurance" data-discover="true" href="/dealers/finance-insurance">Finance &amp; Insurance</a></li></ul><div><h1 class="ArticleBase-HeaderTitle"><noscript><span class="ArticleBase-LargeTitle">Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points</span></noscript><span class="ArticleBase-DefaultTitle" data-testid="article-default-title">Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points</span></h1><p class="ArticleBase-HeaderSummary" data-testid="article-summary">Insurance rate increased stall sales, but trust can win satisfaction, brand advocacy, reports J.D. Power.</p></div></div></div><div class="TwoColumnLayout-Content"><div class="TwoColumnLayout-Body"><div class="ArticleBase-Body" data-testid="article-base-body"><div class="ArticleBase-Contributors" data-testid="article-base-contributors"><div class="Contributors Contributors_variant_normal Contributors_hasAvatar" data-component="contributors"><div class="Contributors-AvatarWrapper"><a class="Contributors-AvatarLink" aria-label="Nancy Dunham" data-discover="true" href="/author/nancy-dunham"><img aria-hidden="true" data-testid="contributor-avatar" data-component="image" class="Contributors-Avatar" data-src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt152c7694ff9d8ed0/6614eb77d373cb99463fbb0d/ProNancy2.jpeg?width=100&amp;auto=webp&amp;quality=80&amp;disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt152c7694ff9d8ed0/6614eb77d373cb99463fbb0d/ProNancy2.jpeg?width=100&amp;auto=webp&amp;quality=80&amp;disable=upscale" loading="lazy" alt="Picture of Nancy Dunham" title="Picture of Nancy Dunham"/></a></div><div class="Contributors-InfoWrapper"><a class="Contributors-ContributorName" data-testid="contributor-name" data-discover="true" href="/author/nancy-dunham">Nancy Dunham</a><span class="Contributors-ContributorTitle" data-testid="contributor-title">, <!-- -->Principal Analyst/Retail</span><p class="Contributors-Date" data-testid="contributors-date">June 20, 2024</p></div></div><div data-component="article-read-time" class="ArticleReadTime ArticleReadTime_size_normal"><span data-component="icon" data-name="Clock" class="ArticleReadTime-Icon" style="mask-image:url(/build/_assets/Clock-MSX4SBCD.svg);-webkit-mask-image:url(/build/_assets/Clock-MSX4SBCD.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span><span>3 Min<!-- --> <!-- -->Read</span></div></div><div class="ArticleBase-FeaturedImageWrapper" data-testid="featured-image"><div data-component="captioned-content" class="CaptionedContent"><div class="CaptionedContent-Content"><img data-component="image" class="ArticleBase-FeaturedImage" data-src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/bltaf571205b4e46d13/6671f42ef66fc69c1598008e/0618ndTrust.jpg?width=1280&amp;auto=webp&amp;quality=95&amp;format=jpg&amp;disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/bltaf571205b4e46d13/6671f42ef66fc69c1598008e/0618ndTrust.jpg?width=1280&amp;auto=webp&amp;quality=95&amp;format=jpg&amp;disable=upscale" loading="eager" alt="" title=""/></div><div class="CaptionedContent-Caption" data-testid="captioned-content-caption">J.D. Power reports 51% of survey respondents have little trust in auto insurers.<span class="CaptionedContent-CreditTo">Getty Images</span></div></div></div><div class="SocialShare"><div data-component="social-share" class="SocialShare SocialShare_variant_button ArticleBase-SocialShare ArticleBase-SocialShare_first"><a target="_blank" rel="noreferrer" aria-label="Linkedin" href="https://www.linkedin.com/sharing/share-offsite/?url=https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points"><span class="SocialShare-IconWrapper SocialShare-IconWrapper_variant_button"><span data-component="icon" data-name="Linkedin" class="SocialShare-Icon SocialShare-Icon_variant_button SocialShare-Icon_type_linkedin" style="mask-image:url(/build/_assets/Linkedin-VQUF3EEQ.svg);-webkit-mask-image:url(/build/_assets/Linkedin-VQUF3EEQ.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></span></a><a 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class="ContentModule-Wrapper"><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Now is the time for dealers to ensure they understand auto buyers’ auto insurance pain points if they want to close more sales.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">The J.D. Power 2024 U.S. Auto Insurance Study shows that auto insurance rate increases do not always erode customer satisfaction. In fact, positive customer satisfaction and brand advocacy levels are high – even when rates are high – if the customer trusts the insurer. Yet 51% of respondents report they have little trust in their auto insurers.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">“Auto insurers are in a tough position right now,” says Breanne Armstrong, director of global insurance intelligence at J.D. Power. “With repair costs still rising –  and with more than 20% of vehicles involved in collisions now considered total write-offs –  insurers are still losing money, despite passing along huge price increases to their customers. What’s interesting in J.D. Power data is that even though high premiums negatively affect customer satisfaction, those negative influences can be offset by high levels of trust that insurers will come through when they are needed.”</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Of course, auto dealers are in a tough position, too. And though they are not insurance agents they can arm themselves to save deals by telling consumers about the average 11.2% auto insurance increase and steering them toward trustworthy resources.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Norman Dorf, president of Honda of Tenafly (NJ), is one of several retail insiders who tells WardsAuto that nearly completed deals have fallen apart in recent months due to insurance rates.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Yes, ideally consumers should shop for auto insurance before they work with a dealership. The reality, according to retail insiders, is many don’t. Dealers who arm themselves with information about rates and insurers can help consumers move toward financial goals.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Such guidance will also move dealers closer to offering the holistic sales experience an increasing number of millennials and Gen Z consumers seek, </span><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><a class="ContentText-BodyTextChunk ContentText-BodyTextChunk_link" target="_blank" href="https://www.wardsauto.com/finance-insurance/rising-insurance-rates-have-buyers-walking-away-from-new-cars">as previously reported in WardsAuto</a></span><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Where to begin? These key findings of the J.D. Power study can offer insights into consumers’ pain points regarding auto insurance:</span></p><div data-component="basic-list" class="BasicList BasicList_nestedLevel_0 BasicList_variant_unordered BasicList_limited"><ul data-testid="basic-list-unordered" class="BasicList-UnorderedList"><li><div class="BasicList-ListItem BasicList-ListItem_variant_unordered"><span data-component="icon" data-name="Circle" class="BasicList-ListIcon BasicList-ListIcon_variant_unordered" style="mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);-webkit-mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span><div class="BasicList-Item"><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Trust has huge influence on customer satisfaction and brand loyalty: </span></span><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">The average overall satisfaction score among auto insurance customers with the highest level of trust in their insurer is 917 (on a 1,000-point scale), which is 426 points higher than among those who have the lowest level of trust in their insurer. Similarly, 90% of those in the high-trust category say they are likely to renew their policy with the same insurer vs. just 30% among those in the low-trust category.</span></p></div></div></li><li><div class="BasicList-ListItem BasicList-ListItem_variant_unordered"><span data-component="icon" data-name="Circle" class="BasicList-ListIcon BasicList-ListIcon_variant_unordered" style="mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);-webkit-mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span><div class="BasicList-Item"><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Most insurers miss the mark on trust:</span></span><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"> Slightly more than half (51%) of customers fall into the low-trust category, while 15% have high levels of trust and 34% have mid-level trust.</span></p></div></div></li><li><div class="BasicList-ListItem BasicList-ListItem_variant_unordered"><span data-component="icon" data-name="Circle" class="BasicList-ListIcon BasicList-ListIcon_variant_unordered" style="mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);-webkit-mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span><div class="BasicList-Item"><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Trust varies by region; Florida scores lowest:</span></span><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"> The lowest trust scores are in regions with the largest proportion of insurer-initiated rate increases. Florida, where the incidence of rate increases is highest, also has the highest percentage of customers (55%) with low levels of trust.</span></p></div></div></li><li><div class="BasicList-ListItem BasicList-ListItem_variant_unordered"><span data-component="icon" data-name="Circle" class="BasicList-ListIcon BasicList-ListIcon_variant_unordered" style="mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);-webkit-mask-image:url(/build/_assets/Circle-MTZTA6VT.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span><div class="BasicList-Item"><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Managing expectations around rate increases is key component to building trust:</span></span><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"> The average trust score among customers who experience an insurer-initiated increase – but who fully understand the reasons for that increase and expect the increase – is 735. That is just one point lower than the average trust score among customers who experienced an insurer-initiated rate decrease (736).</span></p></div></div></li></ul></div><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">See below for J.D. Power’s list of the highest-ranking auto insurers and scores by region, based on a 1,000-point scale:</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">California: Auto Club of Southern CA (AAA) (684)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Central: Shelter (677) (for a fourth consecutive year)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Florida: Auto-Owners Insurance (654)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Mid-Atlantic: Erie Insurance (713) (for a third consecutive year)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">New England: Amica (709)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">New York: Travelers (667)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">North Central: Erie Insurance (710) (for a fourth consecutive year)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Northwest: PEMCO Insurance (666)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Southeast: Alfa Insurance (693)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Southwest: CSAA Insurance Group (AAA) (683)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Texas: Texas Farm Bureau (686)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Usage-Based Insurance (UBI): Nationwide (842)</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" 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class="ArticleBase-ContributorsSummary"><div data-component="contributor-summary" class="ContributorSummary ContributorSummary_variant_author"><div class="ContributorSummary-ImageWrapper ContributorSummary-ImageWrapper_variant_author"><a data-testid="contributor-summary-img-link" data-discover="true" href="/author/nancy-dunham"><img data-component="image" class="ContributorSummary-Image ContributorSummary-Image_variant_author" data-src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt152c7694ff9d8ed0/6614eb77d373cb99463fbb0d/ProNancy2.jpeg?width=400&amp;auto=webp&amp;quality=80&amp;disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt152c7694ff9d8ed0/6614eb77d373cb99463fbb0d/ProNancy2.jpeg?width=400&amp;auto=webp&amp;quality=80&amp;disable=upscale" loading="lazy" alt="Nancy Dunham" title="Nancy Dunham"/></a></div><div class="ContributorSummary-InfoWrapper ContributorSummary-InfoWrapper_variant_author"><div class="ContributorSummary-TitleWrapper"><a data-testid="contributor-summary-title-link" data-discover="true" href="/author/nancy-dunham"><p class="ContributorSummary-Title ContributorSummary-Title_variant_author" data-testid="contributor-summary-title">Nancy Dunham</p></a></div><div class="ContributorSummary-SubTitleWrapper ContributorSummary-SubTitleWrapper_variant_author"><p class="ContributorSummary-SubTitle ContributorSummary-SubTitle_variant_author" data-testid="contributor-summary-subtitle">Principal Analyst/Retail, WardsAuto</p></div><div class="ContributorSummary-ContentWrapper ContributorSummary-ContentWrapper_variant_author"><div class="ContributorSummary-Content ContributorSummary-Content_variant_author" data-testid="contributor-summary-content"><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNoneStyle" data-testid="content-text">Nancy Dunham has written and edited for an array of 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Contact her at <a href="/cdn-cgi/l/email-protection" class="__cf_email__" data-cfemail="b8f6fccdd6d0d9d5f8efd9cadccbf9cdccd796dbd7d5">[email&#160;protected]</a>.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"></p></div></div></div><div class="ContributorSummary-SeeMore"><a data-component="button" class="Button Button_size_medium Button_variant_textLink" rel="" data-discover="true" href="/author/nancy-dunham"><span class="Button-ContentWrapper"><span class="ContributorSummary-SeeMoreText"><span>See more from <!-- -->Nancy Dunham</span><span data-component="icon" data-name="ChevronRight" class="ContributorSummary-SeeMoreIcon" style="mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);-webkit-mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></span></span></a></div></div></div></div><div data-module="newsletter-signup-promo"><div class="SubscribeBannerTopicPage SubscribeBannerTopicPage_mode_dark SubscribeBannerTopicPage_variant_vertical ArticleBase-Newsletter"><div class="SubscribeBannerTopicPage-Content"><div class="SubscribeBannerTopicPage-Title" data-testid="subscribeBannerTopicPage_title">Subscribe to a WardsAuto newsletter today!</div><div class="SubscribeBannerTopicPage-Message" data-testid="subscribeBannerTopicPage_message">Get the latest automotive news delivered daily or weekly. 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Power.","title":"Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points","mobileHeadline":"Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points","authoredBy":"","authoredOn":"","oldUrl":"","buyersJourney":"awareness","contributors":[{"title":"Nancy Dunham","name":"Nancy Dunham","companyName":"WardsAuto","role":"Principal Analyst/Retail","avatar":"https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/blt152c7694ff9d8ed0/6614eb77d373cb99463fbb0d/ProNancy2.jpeg","link":"/author/nancy-dunham","tagLine":"Principal Analyst/Retail, WardsAuto","summary":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Nancy Dunham has written and edited for an array of dealer-centric automotive publications. Contact her at NDunham@WardsAuto.com."}]},{"type":"paragraph","attrs":{"textAlign":"left"}}]}],"readTime":3,"newsletterSignUpPromo":{"title":"Subscribe to a WardsAuto newsletter today!","message":"Get the latest automotive news delivered daily or weekly. With 6 newsletters to choose from, each curated by our Editors, you can decide what matters to you most.","newsletterId":"blt9fed09ee18792c0b","buttonText":"SUBSCRIBE","variant":"vertical","mode":"dark"},"socialShare":[{"type":"Linkedin","url":"https://www.linkedin.com/sharing/share-offsite/?url=https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points"},{"type":"Facebook","url":"http://www.facebook.com/sharer/sharer.php?u=https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points"},{"type":"Twitter","url":"http://www.twitter.com/intent/tweet?url=https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points"},{"type":"Reddit","url":"https://www.reddit.com/submit?url=https://www.wardsauto.com/dealers/dealers-can-win-sales-by-understanding-customers-insurance-pain-points\u0026title=Dealers%20Can%20Win%20Sales%20By%20Understanding%20Customers%E2%80%99%20Insurance%20Pain%20Points"},{"type":"Email","url":"mailto:?subject=Dealers Can Win Sales By Understanding Customers’ Insurance Pain Points\u0026body=I%20thought%20the%20following%20from%20WardsAuto%20might%20interest%20you.%0D%0A%0D%0A%20Dealers%20Can%20Win%20Sales%20By%20Understanding%20Customers%E2%80%99%20Insurance%20Pain%20Points%0D%0Ahttps%3A%2F%2Fwww.wardsauto.com%2Fdealers%2Fdealers-can-win-sales-by-understanding-customers-insurance-pain-points"},{"type":"Print","url":"/"}],"publishedDate":"2024-06-20T11:30:00.000Z","keywords":[],"atAGlance":[],"bodyJson":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Now is the time for dealers to ensure they understand auto buyers’ auto insurance pain points if they want to close more sales."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"The J.D. Power 2024 U.S. Auto Insurance Study shows that auto insurance rate increases do not always erode customer satisfaction. In fact, positive customer satisfaction and brand advocacy levels are high – even when rates are high – if the customer trusts the insurer. Yet 51% of respondents report they have little trust in their auto insurers."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"“Auto insurers are in a tough position right now,” says Breanne Armstrong, director of global insurance intelligence at J.D. Power. “With repair costs still rising –  and with more than 20% of vehicles involved in collisions now considered total write-offs –  insurers are still losing money, despite passing along huge price increases to their customers. What’s interesting in J.D. Power data is that even though high premiums negatively affect customer satisfaction, those negative influences can be offset by high levels of trust that insurers will come through when they are needed.”"}]},{"type":"ad","pos":"300_1v_article"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Of course, auto dealers are in a tough position, too. And though they are not insurance agents they can arm themselves to save deals by telling consumers about the average 11.2% auto insurance increase and steering them toward trustworthy resources."}]},{"type":"ad","pos":"native_1v"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Norman Dorf, president of Honda of Tenafly (NJ), is one of several retail insiders who tells WardsAuto that nearly completed deals have fallen apart in recent months due to insurance rates."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Yes, ideally consumers should shop for auto insurance before they work with a dealership. The reality, according to retail insiders, is many don’t. Dealers who arm themselves with information about rates and insurers can help consumers move toward financial goals."}]},{"type":"ad","pos":"video_v"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Such guidance will also move dealers closer to offering the holistic sales experience an increasing number of millennials and Gen Z consumers seek, "},{"type":"text","marks":[{"type":"link","attrs":{"href":"https://www.wardsauto.com/finance-insurance/rising-insurance-rates-have-buyers-walking-away-from-new-cars","target":"_self","rel":null,"class":null}}],"text":"as previously reported in WardsAuto"},{"type":"text","text":"."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Where to begin? These key findings of the J.D. Power study can offer insights into consumers’ pain points regarding auto insurance:"}]},{"type":"bulletList","content":[{"type":"listItem","content":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Trust has huge influence on customer satisfaction and brand loyalty: "},{"type":"text","text":"The average overall satisfaction score among auto insurance customers with the highest level of trust in their insurer is 917 (on a 1,000-point scale), which is 426 points higher than among those who have the lowest level of trust in their insurer. Similarly, 90% of those in the high-trust category say they are likely to renew their policy with the same insurer vs. just 30% among those in the low-trust category."}]}]},{"type":"listItem","content":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Most insurers miss the mark on trust:"},{"type":"text","text":" Slightly more than half (51%) of customers fall into the low-trust category, while 15% have high levels of trust and 34% have mid-level trust."}]}]},{"type":"listItem","content":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Trust varies by region; Florida scores lowest:"},{"type":"text","text":" The lowest trust scores are in regions with the largest proportion of insurer-initiated rate increases. Florida, where the incidence of rate increases is highest, also has the highest percentage of customers (55%) with low levels of trust."}]}]},{"type":"listItem","content":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Managing expectations around rate increases is key component to building trust:"},{"type":"text","text":" The average trust score among customers who experience an insurer-initiated increase – but who fully understand the reasons for that increase and expect the increase – is 735. That is just one point lower than the average trust score among customers who experienced an insurer-initiated rate decrease (736)."}]}]}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"See below for J.D. Power’s list of the highest-ranking auto insurers and scores by region, based on a 1,000-point scale:"}]},{"type":"ad","pos":"native_2v"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"California: Auto Club of Southern CA (AAA) (684)"},{"type":"hardBreak"},{"type":"text","text":"Central: Shelter (677) (for a fourth consecutive year)"},{"type":"hardBreak"},{"type":"text","text":"Florida: Auto-Owners Insurance (654)"},{"type":"hardBreak"},{"type":"text","text":"Mid-Atlantic: Erie Insurance (713) (for a third consecutive year)"},{"type":"hardBreak"},{"type":"text","text":"New England: Amica (709)"},{"type":"hardBreak"},{"type":"text","text":"New York: Travelers (667)"},{"type":"hardBreak"},{"type":"text","text":"North Central: Erie Insurance (710) (for a fourth consecutive year)"},{"type":"hardBreak"},{"type":"text","text":"Northwest: PEMCO Insurance (666)"},{"type":"hardBreak"},{"type":"text","text":"Southeast: Alfa Insurance (693)"},{"type":"hardBreak"},{"type":"text","text":"Southwest: CSAA Insurance Group (AAA) (683)"},{"type":"hardBreak"},{"type":"text","text":"Texas: Texas Farm Bureau (686)"},{"type":"hardBreak"},{"type":"text","text":"Usage-Based Insurance (UBI): Nationwide (842)"}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"For more information about the U.S. Auto Insurance Study, visit "},{"type":"text","marks":[{"type":"link","attrs":{"href":"https://www.jdpower.com/business/insurance/auto-insurance-study","target":"_self","rel":null,"class":null}}],"text":"https://www.jdpower.com/business/insurance/auto-insurance-study"},{"type":"text","text":"."}]},{"type":"paragraph","attrs":{"textAlign":"left"}}],"contentType":"Article","uid":"blt9fdcd2a62f78275a","sponsored":{"logoUrl":"","url":"","alt":"","title":"","campaignURL":"","isSponsored":false,"gateWithSiteReg":false,"gateWithExternalForm":"None","externalFormID":""},"featuredImage":{"src":"https://eu-images.contentstack.com/v3/assets/blt7121b6ec5c11097b/bltaf571205b4e46d13/6671f42ef66fc69c1598008e/0618ndTrust.jpg","alt":"","caption":"J.D. 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