People become very sensitive when talking about their pets and take their welfare seriously. But research carried out by Direct Excellence in the third quarter of 2002, shows that companies are still failing to acknowledge this fact because calls are brief and impersonal. In the haste to get to the quote, operators are missing the opportunity to build customer rapport.

There are exceptions, Tesco provides extended information but in doing so keep the customer on the phone for longer. But is pet insurance the exception to the efficiency rule? Are Tesco and others who invest more time into the enquiry likely to have higher conversion rates?

Calls were carried out using a range of customer and pet profiles to reflect different risks and geographical locations and the table shows just three of the numerous metrics measured to gain accurate comparisons.

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