Insurer tops customer experience chart

AA Insurance has emerged as the country’s best brand for customer experience in a new poll.

The insurer topped an annual index from research company Kantar that rates leading brands based on the responses of more than 2,000 people.

Kantar sought people’s opinions of more than 50 brands in financial services, online shopping, retail and grocery, media and entertainment, travel, telecommunications, and energy.

David Thomas, Kantar NZ’s managing director, says to be at the top of the index means having to perform well at all aspects of the branded customer experience, such as service delivery, customer centricity and brand clarity. 

“It was uncommon for a brand to do well at everything, and only our top three managed it,” he explains. 

“AA Insurance was in the top five brands for 17 of the 20 components of our index, a testament to how well they manage the entire customer experience and empower staff to meet customer expectations.”

Kiwibank and ASB took second and third respectively in the Kantar Customer Leadership Index, while another insurer, State, placed seventh.

The gong represents a big increase for AA Insurance, which has about 500,000 customers, after it finished eighth equal on the index in 2019.

Chris Curtin, chief executive, says it’s an honour to be ranked alongside other known and trusted household names. 

“It tells us we’re getting it right and living our purpose to help, care and get things sorted for our customers – so no matter when or through which channel our customers contact us, they’ll get the same level of service no matter what – from a simple change of address to calling us after an accident, and when they need us most,” he adds.

Top 10 ranked brands

1. AA Insurance
2. Kiwibank
3. ASB
4. Mighty Ape
5. Southern Cross
6. Air New Zealand
7. State
8. 2degrees
9. New World
10. Noel Leeming