In March 2017, WUA conducted research into the free online orientation behavior of entrepreneurs looking for disability insurance (AOV). In this research, CentraalBeheer.nl is the clear winner with a WPS score of 78, followed at a significant distance by AEGON.nl with 68 points. CentraalBeheer.nl had the highest findability (73%, 14 percentage points higher than the second-highest findability score), the highest conversion (47%, 15 percentage points higher than the second-highest conversion score) and by far the highest preference (34%, 24 percentage points higher than the second-highest preference).
The most striking difference between CentraalBeheer.nl and other providers is the high preference percentage. Why does such a large portion of respondents put CentraalBeheer.nl in first place? From the respondents' answers, it emerges that they particularly appreciate the expertise of CentraalBeheer.nl. We'll dive deeper into this in this best practice.
Expert positioning
At First Impression, respondents immediately notice that everything is displayed clearly. CentraalBeheer.nl scores 3 points higher on Look & Feel (76 points) than other providers in this orientation research for taking out AOV insurance. With a complex product like this type of insurance, it's important that consumers immediately land in the right place without confusion. One respondent analyzes: "Clear language, logical sequence and easy search."
Furthermore, a MoneyView distinction is immediately displayed on the AOV landing page, mentioning that CentraalBeheer.nl received this distinction because of its terms and conditions. This builds trust in the company and its terms. "Clear and reliable," states one of the business respondents.
Clear and honest information
On the landing page, several important characteristics of available insurance policies are immediately clearly listed. Below this, what AOV insurance entails is explained in clear language, and when someone can qualify for such insurance.
Below this, reasons are given for choosing or not choosing AOV insurance. This shows that CentraalBeheer.nl can provide expert advice on which approach best fits the consumer's personal situation. Videos are offered with explanations about the pros and cons of saving yourself versus AOV insurance, conversations with entrepreneurs who do or don't have AOV insurance about the costs and benefits of AOV insurance, and how someone can suddenly become disabled. "Direct, clear and fast."
Further down is a clear overview of what is and isn't covered by CentraalBeheer.nl's AOV insurance, so consumers immediately know where they stand, without hidden catches. "The offering is clear, readable and doesn't leave you with questions." When requesting a quote, all steps in the process are displayed clearly and logically, so consumers can immediately see what they need to do and what to expect.
Contact with expert staff
Consumers can have CentraalBeheer.nl call them back at a time convenient for them. When selecting the callback function, consumers must indicate what topic should be discussed, which gives the impression that consumers will immediately speak with someone who is expert in that area. "The company is renowned and known as solid; this is reflected in the website. The employees have received good training before they are allowed to maintain contact with customers."
A free orientation meeting can be requested, which gives the impression that consumers can turn to CentraalBeheer.nl for personalized advice. It's also clearly indicated that it's possible to directly assemble an AOV insurance online yourself if the consumer has sufficient knowledge to make the important choices independently.
Clear explanations from CentraalBeheer.nl employees ensure that trust is built among consumers in the company and its offering. "From contacts with employees, it's clear that there are no hidden catches and none are expected."
From answers of respondents who are already customers at CentraalBeheer.nl, it appears they can always contact the same employee for their insurance policy if they wish. This is highly appreciated because the customer is then always helped by someone familiar with the customer's situation. "It's also important to me that fixed employees/contact points can be relied upon if desired/questions arise."
Conclusions
CentraalBeheer.nl is ranked number 1 by far the most respondents in WUA's most recent research. Many of these respondents cite expertise and reliability as the main reason. "Clear language and expertise." And also: "They come across as expert." This impression is created by a combination of important factors: the clear information, the way this information is presented, and the company's employees. "The company has been known for ages and provides perfect guidance and cooperation to establish insurance." "The overall picture of this company is convincing; presentation, content, employees, everything is right."
CentraalBeheer.nl offers a lot of relevant information. All kinds of general information about AOV insurance is provided, alongside information about CentraalBeheer.nl's specific AOV offering. This makes the website informative even for people who aren't or won't become customers of CentraalBeheer.nl. Clear reasons are also given for taking out or not taking out AOV insurance. This gives the impression that the company values providing the best-fitting advice for each consumer, whether this is directly in their own favor or not.
CentraalBeheer.nl lets independent entrepreneurs speak, allowing consumers to identify with them and project their own situation to gain better insight into their own needs. A company's success depends on its employees. When consumers can reach the right person directly, without fuss and endless choice menus and transfers, this gives the impression that an expert is immediately available who is focused on what the consumer wants to know about.
