2025 Global Benchmark Report: Customer Experience in Insurance

Insurance customers today demand total convenience, personalisation, and speed when it comes to communicating and interacting with their providers.

To meet and exceed these sky-high expectations, insurers are looking to invest in modern digital tools that enable quick and easy comms, while maximising their return on investment (ROI).

Around the world, customers have come to expect every interaction to be as easy as placing an order on Amazon.

For insurers, this means prioritising empathetic, personalised, and targeted communications - on any device - is essential.

From a process perspective, anything you can do to improve efficiency and enable frictionless self-service will improve the customer experience (CX) — and drive higher retention rates.

Smart Communications commissioned Toluna to conduct consumer research online in the US, UK, APAC (Australia, New Zealand, China, Hong Kong, Taiwan, Japan, Singapore) and German-speaking markets (Austria, Switzerland, Germany).

Across all markets, a nationally representative audience (on age and gender) was targeted. To qualify, all respondents must be a current customer of providers of insurance, the wider financial services sector or healthcare. Fieldwork took place from January 31 to February 24, 2025.

Download the report to find out what’s most important to customers today and where you should focus digital spend in 2025.

Download now