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Insurance brands rated lowest in brand simplicity survey

Health insurance and general insurance brands were rated among the lowest in a recent brand simplicity index survey indicating that the insurance industry’s complex processes and lack of clarity regarding coverage continue to frustrate consumers.
Health insurance and general insurance industries finished in 20th and 25th place, respectively, a result that was also reflected globally, according to the findings from global strategic branding firm Siegel+Gale’s second annual Global Brand Simplicity Index. It surveyed more than 6,000 consumers across seven countries to uncover perceived points of complexity and simplicity in people’s lives.
Respondents voiced displeasure with insurers’ failures to offer clearly written policy documents and answer questions promptly and unambiguously.
The study revealed that people continue to not only demand simpler communications and interactions, but are also willing to pay for them. As high as 72.8 per cent of customers said they are more likely to recommend a brand that makes their customer experience simpler. For example, Middle East respondents said they are willing to pay an average of 6.1 per cent more for improved shopping experiences, driven by the complexities of the region’s postal systems.
Across all industries, consumers in the UAE and Saudi are willing to pay between 4.8 and 7.2 percent more for brands they believe offer the greatest degree of simplicity. This represents a Simplicity Premium the added value people would place on having a more simplified experience with brands in various industries.

Respondents ranked telecommunications/cell phones first among 25 industries in providing the simplest and most effective user experience. News-related media including print, online, broadcast and mobile outlets also hold a prominent place in the Global Brand Simplicity Index, finishing in the second spot on the industry list.
Internet search brands also rank among the industry leaders, with Google securing the top position overall for simplicity. Rising access to broadband and increased disposable income appears to have driven respondents to praise the power of simplicity in communications offerings from technology firms, saving them time and money, making their lives more efficient and opening up access to a wider world.
Leading the list of the top ten simplest brands in the Middle East are Google, McDonald’s Apple and Sony. Rounding out the top ten are Asharq Al-Awsat, Samsung and Mobily.
“Brands in the Middle East have much to gain if they can effectively streamline their communications and experiences for consumers,” said Philip Davies, President, EMEA. “Simplicity is a powerful tool that helps brands get into consumers’ heads faster, and stay there for longer, whilst building loyalty and trust.”
Siegel+Gale used the survey results to develop the 2011 Global Brand Simplicity Index, which generates a Simplicity Score — a rating of each brand and its category on the elements of the simplicity methodology. Siegel+Gale defines simplicity as ease of understanding, transparency, caring, innovation and usefulness of communications as well as how complex typical interactions are in relation to industry peers.