Despite the millions spent on a substantial television marketing campaign, Norwich Union has been named and shamed by motorists as the worst car insurance provider.

In a survey of 30,000 of its readers, the car magazine Auto Express, Norwich Union was consistently criticised for its poor customer communication skills, with foreign call centres cited as a major annoyance by many motorists.

While the firm has previously insisted that there is no difference in the quality of service provided by UK and Indian-based call centre, respondents to the survey claimed that foreign customer service agents were generally less flexible over policy quotes.

Commenting on Norwich Union, motorist, James Bishop, told Auto Express: "They are extremely poor at answering questions but are very good at taking your money."

The magazine's editor, David Johns, concluded that, while many motorists simply opt for the cheapest policy, when it comes to making a claim, they could be ultimately losing out, both financially and in terms of customer service.

"That's when saving money could prove to be a false economy," he said.