8 Critical Investments for Customer Experience Excellence: State of Commercial Lines Investments, Adoption and Maturity

An SMA Research Report

Deborah M. Smallwood, Senior Partner
Judy Delarosa, Guest Author
Publication Date:
July 22, 2019
Number of Pages:
$1,495.00 USD

This SMA research report assesses customer experience maturity in P&C Commercial Lines in North America. The report covers the investment, maturity, business areas most affected, and current or emerging trends for eight CX-related project/initiative areas.

The areas covered are (1) Advanced UX Designs, (2) Customer Analytics, (3) Voice of the Customer Empowerment, (4) Customer-Experience Driven Metrics, (5) Customer Journey Mapping, (6) the Service Blueprint, (7) the Customer Experience Playbook, and (8) the Culture Shift from Service to Experience.

 Figure 1, portraying Advanced UX Designs, is an example of the research included in the report.

20190718 CX Commercial Lines


Table of Contents

  • Executive Summary 3
  • 8 Critical Investments for Customer Experience Excellence 5
  • SMA Call to Action – What Should an Insurer Do? 14
  • About Strategy Meets Action 15