The customer service category in the Consumer Intelligence Awards celebrates the brands getting it right when it comes to customer service. Each year, we use our Insurance Behaviour Tracker (IBT) to gain insight into how consumers feel about their insurance provider. We do this by surveying over 48,000 home and motor insurance customers to find the top performing brands within the market. Our Customer Service award asks customers how much they agree with the statement, “I have always received good service from this company”. 

Customer feedback says that winners of this category have customer facing teams that go over and above to always provide excellent advice and support day-in, day-out – which is certainly something to be very proud of. Which is why we too are proud to announce the ten insurers which have been named as the highest rated in the market when it comes to customer service, in the Consumer Intelligence Awards 2021. 

The top 10 highest rated insurance brands for
customer service*

Voted by drivers

Voted by householders

















John Lewis Finance















*winning brands are listed in alphabetical order

This year we have seen a shake up in the top 10 winners within the Customer Service award category. We welcome new entrants Admiral, Churchill and Diamond into the top spots for motor insurance, and in home we see Co-op, Natwest and Prudential all rising into the leaderboard. The full list of 2021’s Consumer Intelligence Awards winners is available to view here.

It’s no surprise these brands have come to the fore this year. Admiral was the first brand to make a splash in the 2020 customer service pool with its £25 back scheme, refunding customers on their policy without asking them to lift a finger. Churchill went over and above for its customers too – particularly parents who are home schooling – with its series of children’s audiobooks Little Chapters of Chill.  

Last month, we reached out to customers to find out what they loved about their insurer. The most frequent response was to do with having their claim or issue resolved without fuss, without trying to avoid payment out and without the need to chase – for them, this demonstrated great customer service. And for this reason, many said they would be happy to renew their policy.  

One Admiral customer said: “During the last lockdown back in March/April time, they realised we weren't using our car as much and we got some money back, without having to even ask for it.  

“Since then, they've been in regular contact about the house insurance, saying ‘we are open for business, if you have any emergencies, just contact us’. And we get regular emails updating ussaying ‘if you’ve got any change of circumstance or if you need any help or support, just give us a call’.  

I just think that’s amazing and I feel very confident that if I ever have to make a claim on either my car or my home insurance that Admiral will deal with it.” 

During our most recent webinar ‘How to make your insurance customers love you’, Mark Evans (Managing Director of Marketing & Digital, Direct Line Group) described how the introduction of the ‘The Fixer’ advertising campaign at Direct Line really helped to reframe the role of customer service within the business and in the minds of its people, leading to heroic stories of employees going over and above for their customers in their time of need. 

We’d like to congratulate the top 10 brands for customer service, and everyone involved in ensuring their customers remain their highest priority. 

In the next blog of this series, we will be exploring the top 10 winners for customer recommendation, and looking more deeply into what these brands did to be voted so highly by their customers. 


Becoming a Consumer Intelligence Award winner is no accident 

This year we’re offering both winners and the brands that weren’t so lucky the chance to analyse their underlying performance across the Consumer Intelligence Awards. Our ‘Performance Package’ includes a bespoke and detailed workshop that can help you identify improvements you can make within your business over the coming 12 months.  



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