We are serious about our mission to help drivers get their days back on track after a breakdown. By fulfilling this promise we not only make a meaningful difference for drivers who are having a truly bad day, we also help our insurance and automotive clients build customer loyalty. We regularly conduct research with consumers to keep a pulse on the market, inform our product strategy, and support our clients’ marketing efforts. To help us understand how consumers respond to breakdowns, we surveyed several hundred drivers to tell us about their experience during a recent roadside event.
First, we asked customers to paint a picture for us of where they were and what they were doing when their cars broke down. Here are some trends we found:
Then we asked customers to rate how they felt when the breakdown occurred.
Not surprisingly, most drivers felt frustrated, worried, and angry when their cars broke down. There were also large groups of drivers who felt panicked, helpless, embarrassed, and scared. However, there were many who fell on the positive end of the spectrum, expressing that they felt relaxed, confident, unashamed, and brave. Clearly, depending on the driver and the situation, initial reactions can vary significantly.
Finally, we asked customers who they decided to call to resolve the breakdown.
About three quarters of drivers called for professional roadside assistance to help with their breakdown, while the remaining quarter either tried to fix the issue themselves or relied on family or friends. Nearly 15% of the time, customers called multiple people for assistance – either two professionals or a professional plus family or friends. Most of the time, they did this to hedge their bets and ensure that they received the quickest service, but some also were concerned that one provider would not be able to resolve their issue.
With every vehicle breakdown occurring under unique circumstances, drivers will vary on how they respond to the event and choose to resolve it. Insurance and automotive roadside programs will need to be prepared to meet the disparate needs of each customer. Here are a few recommendations on how to configure your roadside program to turn around your customers’ day no matter the situation:
Each breakdown event is different, so there is no magic formula that will keep every customer satisfied. Providing options that allow drivers to feel in control of their own roadside experience, regardless of their situation, can go a long way to driving customer satisfaction and loyalty.
Check out this blog post for some more customer insights. We’ll keep them coming. In the meantime, safe driving!
Meet the Author: Shana Cooper - Product Marketing