Ipsos has published the results from the 12th edition of its CSI Insurance tracker, showing overall sentiment scores for the industry have improved significantly. Regionally, only Quebec reported positive net promoter scores (NPS) during the year.

They say despite this regional variation, overall the survey of 18,000 Canadian adults showed significant improvement with “likelihood to recommend” scores climbing from -12 in 2022 to minus eight by the end of 2023. “This marked upswing signals a tangible advancement in customer sentiment across the broader Canadian insurance landscape,” Ipsos researchers write in a statement about the survey’s availability.

While Quebec was the only region with a positive NPS, British Columbia recorded a “notably negative” NPS with customers there being least likely to recommend their insurance provider.

A beacon of excellence 

The Ipsos release is also notable in that it identifies different entities by name: “The Canadian Automobile Association (CAA) emerged as a beacon of excellence amid this vibrant tableau, boasting the highest NPS and being one of just five providers ending the year on a positive note,” they write. “The year 2023 was a testament to the prowess of CAA, Sonnet, Co-operators and Belairdirect, who carved out a niche for themselves as top performers in the market with formidable NPS. From the banking insurance side Desjardins held the reins, closely followed by RBC (Insurance). Despite their robust performances, both concluded 2023 with negative NPS scores, revealing the competitive challenges within the banking insurance landscape.” 

The report also looks at policy members’ expectations and channel satisfaction with agents and advisors were preferred even while the majority of clients also preferred digital interactions. “Co-operators and Belairdirect led this digital charge, setting benchmarks for website and mobile app experiences,” they add.

Claims coverage concerns 

They conclude saying a noticeable segment expressed difficulty in doing business with their providers. “Concerns about claims coverage lingered,” they add. “As we stand at the gateway of 2024, it’s clear that to drive positive NPS scores and propel the industry forward, there’s a need to enhance customer experience, strengthen digital communication channels and foster trust more broadly.”