Scoop Image Works | Marketing Research

Project Overview
Client: Colorado Farm Bureau Insurance

Project/Survey Goals
The goal of the study was to present data with a different focus than what has been done previously for CFBI. The SERVQUAL survey model was used to measure a customer's relationship with CFBI, and asks for customers to rate service expectations and perceptions along five dimensions using a 1 to 7 scale: Reliability, Responsiveness, Assurance, Empathy and Tangibles. Reliability is the most important determinant of service perception.

The survey examined how well CFBI meets customer expectations, and reasons customers either switch or renew their policy. With a better understanding of the differences between service satisfaction expectations for customer segments, CFBI can explore additional marketing/service standards to meet the needs of their current customers and growing segments.

Results
The resulting data was tabulated not only using statistical models, but reporting of meaningful recurring comments about service from qualitative questions. Questions revolved around agent visits, service from the corporate office in processing claims and whether the products fit the needs of the target market.