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Brilliant for customers every day

We stand for insurance excellence because positive customer outcomes mean we can grow our business. We earn our customers trust by demonstrating how we are acting in their best interest. 

We have some of the strongest and most recognisable insurance brands including Direct Line, Churchill, Green Flag, Privilege and Darwin. Through these trusted brands we offer a range of insurance products that help protect customers' cars, homes, holidays, pets and businesses.

Whether customers access our products and services digitally or on the phone, our aim is to provide peace of mind now and in the future. We offer insurance through the three main routes to market so customers can choose what works best for them.

Delivering great service

When customers make a claim that’s when a great service matters most - because we step in and support people facing difficult moments. We pride ourselves on our Direct Line brands Net Promoter Score (NPS) which measures the willingness of customers to recommend products or services to others. It is used to gauge customers’ overall experience with a product or service, and customers’ loyalty to a brand. While our 2022 performance experienced a dip on previous years due to economic headwinds creating parts, labour and hire car supply challenges, our score remains above the industry average.1

More here  Key performance indicators - Direct Line Group

Improving the claims experience for customers

We’re continuing to deliver easy, digital-first journeys to help give people peace of mind. Motor customers can now register 100% of claims online across a variety of our brands and this year we are looking to introduce the capability for motor customers to be able to track the status of their claim online from start to finish whether waiting for their car to be fixed or waiting for a cash settlement.   

Delivering an excellent motor claims experience is good for customers and our business:

  • Churchill is ranked as the leading insurance brand for digital service and claims1
  • In Motor, over 85% of customers score us highly (8-10) on whether they would recommend Direct Line to friends and family2
  • Nearly 90% of motor customers score us highly (8-10) for how easy it is to claim2
  • Lumivo Q2 2022.
  • Research conducted by TLF based on customer perception at end of claim. 


Making customer connections

We have an established training programme called CONNECT that helps our consultants respond with empathy to differing customer needs, while taking responsibility and accountability. This is particularly important for customers who may be experiencing issues such as illness, bereavement, or vulnerability. 

Chloe Charnley, Team Leader, Motor Service and Payments:

"With the current climate we’re facing, we’re seeing a big shift in our conversations with our customers especially around payments. We have dedicated and supportive trained consultants, who are using their CONNECT tools to really understand the root cause of some of the difficulties customers are facing.”

Building on our CONNECT training programme used by our consultants to support customers, we have developed enhanced training for colleagues to support vulnerable customers. All 5,000 of our front-line staff have completed this training and this programme was nominated for a Learning and Performance Institute Award in 2023.

Supporting people with maths anxiety 

Building on our successful partnership with Plain Numbers last year, in which we trialled their approach to reduce technical language and clarify numbers to simplify our communications with customers, we signed up to a cross-industry partnership led by the Association of British Insurers in February 2022, to further our activity and understanding in this area and to train more colleagues as practitioners in the Plain Numbers method.

More here: The Plain Numbers Approach - Direct Line Group


Churchill Essentials – providing a stripped back product with great value

In 2023 we launched a new Essentials motor product using our Churchill brand. Available only on price comparison websites, the product has been designed to meet the needs of customers looking for a comprehensive product, but does not include certain elements such as new car replacement, loss of keys or personal belongings that are typically part of a standard comprehensive product. It’s an alternative for customers who may be looking for great value in a stripped-back motor insurance policy.