Customer Experience in P&C: Transformation in the Pandemic Era

An SMA Research Report

Mark A. Breading, Senior Partner
Judy Delarosa, Principal
Publication Date:
May 21, 2021
Number of Pages:
$1,495.00 USD

Improving the customer experience remains a top priority for insurers across all segments. However, the pandemic and related events of the past year have changed the expectations of agents and policyholders, resulting in insurers’ reshaped plans and priorities for customer experience related projects.

This research report covers the maturity of customer experience initiatives for personal lines, small commercial lines, and mid/large commercial lines. Included in the report are analyses of the customer experience officer role, the stage of maturity, and the status and plans for projects in two categories: those that are related to organization and culture, and those that are related to technology solutions. All analysis is based on an SMA research survey and consulting engagements and are covered separately for personal, small commercial, and mid/large commercial lines.

CX Maturity by PC Segment 3

Table of Contents

  • Customer Experience Themes in P&C 3
  • CX as a Strategic Initiative in 2021
  • Key Focus Areas for Improving the CX
  • Unique Themes for Personal Lines
  • Unique Themes for Commercial Lines
  • Customer Experience Moves to a New Level 4
  • The State of CX Transformation and Maturity 6
  • CX Maturity by Segment
  • State of the CX Officer Role
  • Reflections on the Journey: The Typical Progression
  • Project Priorities for Customer Experience 8
  • Personal Lines
  • Small Commercial
  • Mid/Large Commercial
  • SMA Call to Action 15
  • About Strategy Meets Action 16
  • Use of Our Reports
  • About the Authors