Customer Experience in Insurance: Insurer Strategies, Plans, and Progress

An SMA Research Report

Mark A. Breading, Senior Partner
Monique Hesseling, Partner
Publication Date:
April 23, 2015
Number of Pages:
$995.00 USD

The customer and agent experience remains a hot topic in insurance. This research report assesses the progress that insurers have made in improving the experience, investigating areas such as channel integration, single view, customer journey mapping, and the use of advanced technologies. The report covers P&C and L&A insurers in North America, with focus on the distinct differences in progress and plans based on insurer size.

Figure 1 shows the percentage of insurers executing a channel integration strategy, highlighting the significant difference for insurers with under and over $1B in premium.  


20150423 Customer Experience 



Table of Contents

  • Executive Summary 3
  • The Business Context for the Customer Experience 5
  • Strategies and Plans for the Customer Experience 10
  • SMA Call to Action 18
  • About the Research and Strategy Meets Action 20