The RAC scored well on both price and service in the household market during the last quarter 2002, according to research agency Direct Excellence. In an exclusive mystery shopping programme for Insurance Times, Direct Excellence found that the RAC came out in pole position on price, and scored well on call duration.
"This begs the question: should executives be re-visiting their call centre strategy? One thing's for sure, consumers may stay on the line if they get a low price, but keeping them on the phone and delivering a high price is a sure way to turn them off big time," said the research agency.
Calls were conducted using a range of customer profiles to reflect different risks and geographical locations. The table shows just three of the many metrics which were measured to gain accurate comparative data.
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