When it comes to personal lines insurance, price is one of the most important factors to customers. But it’s not the only one. Accenture looked at what else matters—and where the opportunities lie. In this chart of the week, I’ll look at what really matters to US insurance customers.

What really matters to US insurance customers?

You can see that price came out on top, but it’s not the only factor. Quality, convenience and availability of advice are also important.

We also looked at whether customers would be willing to pay more for personalized service. More than one-third said yes. By identifying and targeting these customers, savvy insurers can differentiate themselves and capture greater premiums.

Learn more:

• Watch the other videos in the series.
• Find out more about what high-performance insurers are doing to achieve growth in a dormant market (pdf).