Car Insurance Call Centers Urgently Need Better Service
Thailand's auto insurance customer satisfaction declined to 889 points in 2025, with call center services identified as the weakest area needing urgent improvement in response times and claim procedure clarity.
Differential has revealed survey results showing overall satisfaction with auto insurance services has declined, with call centers identified as the factor most in need of improvement.
Siris Saatraphay, Managing Director of Differential Thailand and Vietnam, disclosed that the 2025 Thai Auto Insurance Customer Experience Index (INSCXI)—the second year of this continuous study—surveyed and assessed overall satisfaction among vehicle owners who used auto insurance services over the past 12 months.
The study covered three key factors: value, benefits, and service convenience; surveyor and roadside assistance services; and call center services.
Data was collected through face-to-face interviews with 1,552 vehicle owners nationwide who purchased vehicles between October 2020 and October 2024 and used auto insurance services between October 2023 and October 2024.
The research found that the average satisfaction score of vehicle owners with insurance company services "declined" across the industry, dropping 7 points from 896 (out of 1,000) last year to 889 this year.
All three service factors surveyed showed declining scores. Call center services saw the steepest decline (down 7 points), followed by surveyor and roadside assistance (down 6 points), and value, benefits, and service convenience (down 4 points).
Siris noted that call centers emerged as a critical weakness, with customers feeling services fall short. Problems identified include convenience of contact, speed of coordination, clarity in explaining claim procedures, and other factors customers prioritize.
While customers continue to value policy benefits and surveyor services, the call center experience is equally important as it is the first point of contact when accidents occur. Improving this area will directly impact customer satisfaction and brand confidence. Insurance companies that understand customer feedback and deliver excellent service experiences can create clear differentiation, gain tangible advantages, and earn customer loyalty and referrals.
"Service quality during moments when customers need help is critical in determining long-term loyalty between customers and insurance brands," Siris said. "The INSCXI research helps insurance companies understand what customers value and prioritize, which influences their decision to renew policies in the following year."
