Making not just an advertisement that says they care, but base on customers standing behind them. Check you State’s Insurance Commissioners Website for Complaints. Many have information on what to look for http://www.insurance.wa.gov/your-insurance/order-publications/documents/auto-insurance-guide.pdf
How difficult is it for people to respect each other? Personally, I believe it begins with having pride and respect in one’s own actions and behaviors individually and organizationally. Realize one day, you will be at the mercy of others, and will need them to resolve your issues with integrity and fairness.