Life insurance company Web sites continue to look better.
Researchers at the Customer Respect Group, Ipswich, Mass., have published that assessment in a study based on reviews of dozens of life insurer Web sites and similar reviews of hundreds of other Web sites established by companies in other industries.
The average "Customer Respect Index" was 5.9 during the latest analysis, up from 5.0 in 2007, the CRG researchers report.
The overall average is 6.4.
CRG bases the percentile rankings on factors such as usability, the willingness and ability of a company to engage in one-on-one communication with individual customers, and the ability of a site to protect the user's personal data.
Much life company sites are making better use of calculators and other tools, and many life insurers are doing a better job of integrating Web-based and offline operations, CRG says.
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