Differential reveals: Thailand car insurance customer satisfaction "declines" "Bangkok Insurance" takes top rank

The INSCXI study evaluates overall satisfaction among vehicle owners who used car insurance services in the past 12 months, covering three core factors: 1) Value, Benefits and Customer Effort (policy benefits and ease of use); 2) Surveyor and Roadside Services (on-scene assistance after an accident); and 3) Call Center service.

The 2026 study is based on responses from 1,552 vehicle owners who purchased their vehicles between October 2020 and October 2025 and used car insurance services between October 2024 and October 2025. Fieldwork was conducted nationwide using face-to-face interview methodology.

KEY FINDINGS - INSCXI:

Industry-wide decline. The mass-market industry average dropped 7 points, from 896 to 889 out of 1,000. All three service factors posted declines, with Call Center recording the sharpest drop (?7 points), followed by Surveyor and Roadside Services (?6 points), and Value, Benefits and Customer Effort (?4 points).

Call Center is the critical industry gap. The largest drag on overall customer experience came from the Call Center factor. Specific pain points where customers feel current performance falls short include ease of contact, speed of coordination, and clarity of claim-process explanation. These touchpoints are increasingly defining how customers perceive their insurer — and represent the most tangible opportunity for improving customer experience.

Mr. Siros Satrabhaya, Managing Director of Differential Thailand and Vietnam, commented: "The 2026 INSCXI results show that the moment when customers truly judge a motor insurer is no longer when the policy is sold — it is the first phone call after an accident, when customers are reaching out for help. Customers continue to value the benefits of the policy and the on-scene service of the surveyors, but the most important weakness this year is the Call Center experience: the ease and speed of getting through, and the clarity of communicating what happens next. Improving customer experience in this area translates directly into both higher satisfaction and stronger intent to recommend. Insurers that listen carefully to the voice of their customers and deliver an exceptional Call Center experience will create a tangible competitive advantage."

"Car insurance service is one of the defining moments that shapes the long-term relationship between customers and their insurance brand. The INSCXI study serves as a tool that helps insurers understand what customers truly value, and design a delightful service experience throughout the ownership journey — both the current vehicle and the next — from today's service interaction through to the decision to renew the policy in the year ahead," Mr. Siros said.

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• ข่าวmotor
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• ข่าวo:loc
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