I'd appreciate it being the small print being clear, and how much to change terms. Is driving abroad covered, how much to add another driver for a weekend, if I change address what is the difference in cost etc, etc. You always get terms and conditions, but this stuff is usually not clear; probably on purpose to give a bit of wriggle room.
Another thing is standardising, or at least being upfront, about thinks like No Claims Discount, and accident history. For example almost three years ago I was in a relative minor multi vehicle collision in the motorway. I was in the middle of 5 cars that all bumped into each other. Initially my insurer at the time wanted to take two excesses, then when my renewal quote arrived it the premium had doubled, even though I had 6+ years protected no claims discount. In other words I'd been in an accident that was caused by someone else, which left me out of pocket, then the 'protected' no claims discount I had paid extra had proved to be worthless. I had to take it to an approved repairer, and the closest one was 20 miles away (I lived in Leeds at the time so it was hardly sticks vile), they had no courtesy cars left and then took ages to repair it. And so on. A frustrating experience.
I'd like to think that if insurers offered better service then there might more customer loyalty, and people might be prepared to pay (slightly) higher premiums. In call this the John Lewis phenomena; people are prepared to shop there, paying a little more than online, because the experience is pleasurable.
Same with coffee; it's ridiculous to pay £3 for some flavoured hot water, but people do...
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