“Bangkok Insurance” takes top rank — while Call Center is the factor with the largest score drop this year
Bangkok, Thailand – Differential (Thailand) Co., Ltd., a leading customer experience research and consulting firm, has released the results of the 2026 Thailand Car Insurance Customer Experience Index (INSCXI)℠ Study, in its second annual edition. The study finds that industry-wide customer satisfaction with car insurance services has declined by 7 points to 889 out of 1,000. Bangkok Insurance, however, takes top rank with 900 points — up 9 points year-over-year, bucking the industry trend. The factor with the largest score drop this year was Call Center service, reflecting that the front line of customer contact has become the most urgent priority for Thai motor insurers in elevating customer experience.
The INSCXI study evaluates overall satisfaction among vehicle owners who used car insurance services in the past 12 months, covering three core factors: 1) Value, Benefits and Customer Effort (policy benefits and ease of use); 2) Surveyor and Roadside Services (on-scene assistance after an accident); and 3) Call Center service.
The 2026 study is based on responses from 1,552 vehicle owners who purchased their vehicles between October 2020 and October 2025 and used car insurance services between October 2024 and October 2025. Fieldwork was conducted nationwide using face-to-face interview methodology.
KEY FINDINGS – INSCXI:
Industry-wide decline. The mass-market industry average dropped 7 points, from 896 to 889 out of 1,000. All three service factors posted declines, with Call Center recording the sharpest drop (−7 points), followed by Surveyor and Roadside Services (−6 points), and Value, Benefits and Customer Effort (−4 points).
Call Center is the critical industry gap. The largest drag on overall customer experience came from the Call Center factor. Specific pain points where customers feel current performance falls short include ease of contact, speed of coordination, and clarity of claim-process explanation. These touchpoints are increasingly defining how customers perceive their insurer — and represent the most tangible opportunity for improving customer experience.
Mr. Siros Satrabhaya, Managing Director of Differential Thailand and Vietnam, commented: “The 2026 INSCXI results show that the moment when customers truly judge a motor insurer is no longer when the policy is sold — it is the first phone call after an accident, when customers are reaching out for help. Customers continue to value the benefits of the policy and the on-scene service of the surveyors, but the most important weakness this year is the Call Center experience: the ease and speed of getting through, and the clarity of communicating what happens next. Improving customer experience in this area translates directly into both higher satisfaction and stronger intent to recommend. Insurers that listen carefully to the voice of their customers and deliver an exceptional Call Center experience will create a tangible competitive advantage.”
“Car insurance service is one of the defining moments that shapes the long-term relationship between customers and their insurance brand. The INSCXI study serves as a tool that helps insurers understand what customers truly value, and design a delightful service experience throughout the ownership journey — both the current vehicle and the next — from today’s service interaction through to the decision to renew the policy in the year ahead,” Mr. Siros said.
Note:
The study represents an independent and third-party assessment of the current performance of various car insurance service providers in Thailand.
Navakij Insurance, AXA Insurance, Aioi Bangkok Insurance, ERGO Thai Sri Insurance, TSI Insurance, and Mitsui Sumitomo Insurance are excluded from the ranking due to small or insufficient sample sizes.
Charts and graphs from this press release, if used, must be accompanied by a statement identifying Differential as the publisher and the study as the source: “Source: Differential (Thailand) Co., Ltd.”
Rankings are determined by numerical scores and may not necessarily reflect statistical significance. Any advertising or promotional use of the information in this press release requires prior written consent from Differential (Thailand) Co., Ltd.
Toonpiya Borirakbotwalan | Email: [email protected] | Tel: +66 91 801 3939
Differential (Singapore)
Ishika Arora | Email: [email protected] | Tel: +65 8428 3005
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