![Why good price means better customer experience: finding the balance in insurance](https://blogs.sas.com/content/hiddeninsights/files/2021/11/637866318-702x336.jpg)
It is widely recognized that the right price is crucial in insurance. Insurance is what is known as a ‘grudge purchase’: customers know it is necessary, but they hope never to use it. This traditionally and theoretically means that they want to pay as little as possible for their insurance