While nearly a quarter of UK motorists switch breakdown providers for a cheaper deal, new ‘Market in Full Colour’ analysis from insight partner Consumer Intelligence reveals the decisive, often-overlooked role of the roadside experience in shaping long-term customer loyalty.
The findings suggest that for the 27% of customers who require a callout, the quality of service becomes a far greater factor than price in their decision to stay or switch at the next renewal. This highlights a strategic blind spot for providers who compete primarily on price.
The UK breakdown market is highly competitive, with 84% of drivers shopping around before purchase. The new research confirms that price is a primary motivator for switching. However, this black-and-white view of the market is incomplete.
The real story emerges when looking at the "moment of truth", the actual breakdown experience. Consumer Intelligence's data shows over a quarter of all policyholders use their cover, requiring assistance for roadside fixes, home repairs, or vehicle recovery. It is in this moment that actual value is judged, and long-term loyalty is won or lost.
“The industry has been focused on the price of the promise, but customers judge you on the delivery of that promise at the roadside,” said Ian Hughes, Chief Executive of Consumer Intelligence.
“Our ‘Market in Full Colour’ approach is designed to bridge that gap. A fast, successful rescue can create a brand advocate who is far less price-sensitive at their next renewal. We help our partners understand not just who is switching for price, but who is staying because of a great experience and who is leaving because of a bad one. That is the key to building a truly loyal and profitable customer base.”
The new Rescue Price Benchmarking service from Consumer Intelligence powers these insights. The service empowers providers with a ‘Market in Full Colour’ perspective, moving beyond simple price benchmarking to provide a holistic view of the market. It integrates competitive pricing with insights on consumer behaviour, proposition differences, and the crucial impact of the real-world service experience.
“Our new Rescue Tracker gives providers the context behind the numbers,” continued Hughes.
“It allows them to build a strategy that balances competitive acquisition with a value proposition that ensures customers who have a claim become their most loyal advocates.”
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