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?

Q. What are the important factors you would consider when selecting an auto/home insurance product or provider?
Click on the image above for a larger version of the chart of the week (opens in a new window).

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.

Q. Would you be willing to pay to get personalized advice or assistance when purchasing auto/home insurance? If so, how much?
Click on the image above for a larger version of the chart of the week (opens in a new window).

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.

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