Insurance companies erode trust with use of unclear language
Almost 80 percent of insurance companies do not communicate effectively with the average consumer, eroding trust among those who seek to understand their services.
A study of the language used on the websites of 54 of the largest insurers in North America found that just two of the companies they reviewed use writing that is simpler to read than Herman Melville’s 1851 classic novel “Moby-Dick.”
For the study, VisibleThread, a web content analysis company, used software to analyze 100 web pages from each insurer’s website, scrutinizing more than 3.5 million words.
VisibleThread said the use of unclear language and legal jargon by the companies creates skepticism among consumers who want to understand product descriptions, terms and conditions.