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Positive benefit on price once seen for bundling insurance is now diluted - satisfaction with price is high (i.e. is auto insurance alone now commoditized?) The interaction factor is the most important driver of satisfaction. This study finds the following emerging trends in customer service interaction in 2011: - More than 80 percent of customers who interact with their insurer through its website were able to complete their entire interaction online. - Customers who purchase their policy through a call center representative tend to use the insurer's website as a complementary channel for service needs and interact with their insurer nearly as often through the call center as through the website. - Customers who use emerging technologies (such as email, online chat or smartphone apps) as complementary channels to their purchase channel are significantly more satisfied than are those using only their purchase channel to meet their service needs. This increase in satisfaction is more pronounced among agent-serviced customers who use these emerging technologies.