A&G raises the bar on customer experience

When it comes to customer experience, A&G stands out, significantly. In fact, we emerged as the overall industry leader in the Customer Experience (CE) Index 2025. This prestigious benchmark assesses customer experience across a broad cross-section of South Africa’s short-term insurance market. Professor Adré Schreuder, Head of the Industry Chair in Customer Experience at the University of Pretoria (UP), captures the current landscape: 
“This is a highly contested industry with sophisticated brands investing heavily in systems, people, training and processes.” 

The average industry score was 69.5. A&G scored 73.7, well above the average. This performance is exceptional, according to Schreuder:
 “We have not often seen this degree of separation between the leading brand and the industry average. Auto and General's performance reflects the tangible value of their customer obsessed approach - one that prioritises operational excellence, builds trust, and delivers measurable impact, across all customer touchpoints.”

Schreuder’s insight into our customer obsession is spot on. We are not just an insurer, we are a trusted, responsive partner. We’re committed to making a meaningful difference to our customers, our communities, and our country. In a time when so much can and does go wrong, we bring people back to right. For Scheuder, this is crucial:
“The takeaway for the industry is that customer experience depends on reliably delivering the basics – especially when something goes wrong. Resolving issues well, and consistently, is what ultimately protects trust and builds loyalty.”

Beyond overall rankings, the index also provides insight into where insurers are differentiating themselves across specific parts of the customer journey. Auto and General's lead was most evident in its contact centre performance, reflecting the impact of a customer-led culture designed to empower staff with tools to listen deeply, adapt quickly, and connect authentically.

We are incredibly proud of the team, whose passion and dedication are evident at every touchpoint. While we celebrate this incredible achievement, we won’t rest on our laurels. We remain committed to continually improving and enhancing customer experience, to ensure a continued stand-out performance. 

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