LIMRA Home Link

Customer Experience in the Life Insurance Industry: LIMRA’s Customer Experience Model and Industry Benchmarking Program

Consumer Experience

Industry Issues

Today’s business executives are increasingly looking to enhance customer focus as a path to the growth of their business. They are focusing on the need to become more customer-centric across the range of industries, not just financial services. Yet there are distinctive characteristics associated with life insurance that make managing the customer experience different from other products.

Key Findings

This paper discusses observations on the intricacies surrounding customer experience when it comes to the life insurance industry, shares the thinking behind LIMRA’s model of customer experience, and outlines the industry benchmarking program based on that model.

LIMRA Cx Model

The Consumer Movement

How Liquid Expectations Shape the Customer Experience

People who read this research may also be interested in:

No Soup for You - thumb

Meet the Project Director

Todd A. Silverhart, Ph.D., LLIF
Corporate Vice President and Director, Insurance Research

Silverhart is responsible for directing LIMRA’s insurance research program, which takes a holistic view of product, market, and consumer issues related to individual and group life, health, disability, and long-term care insurance. He oversees ongoing benchmarking surveys on sales, persistency, and product design, as well as product-focused marketing and company practices studies. In addition, Silverhart manages research addressing a variety of issues inherent in marketing insurance products to consumers (with a particular focus on the middle market, the affluent market, business markets, and emerging consumer markets).

Having joined LIMRA in 1988, Silverhart previously served in LIMRA’s Assessment Solutions unit, where he conducted producer and field manager selection research, consultation, and product development. From 2000 to 2012 he developed and managed LIMRA’s technology in marketing and distribution research program.

Silverhart is a graduate of Middlebury College and received his Ph.D. in industrial and organizational psychology from Old Dominion University.

For more information, Email

Todd A. Silverhart, Ph.D., LLIF; Phil Brown