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Customer Experience Benchmarking Program For Life Insurance

Customer Experience Benchmarking Program For Life Insurance

How well is your company performing in the eyes of consumers?


Customer experience (CX) is one of the few ways life insurance carriers and distributors can differentiate themselves. But how can you know how well your company is performing?

LIMRA’s Customer Experience Benchmarking Program is the answer. This program reports three robust CX metrics and evaluates five key drivers of life insurance customer experience to help you gauge performance compared to peers and the industry. It includes four distinct studies focusing on key touchpoints (Shopping, Purchase, In-Force, and Claims) with consumers of interest (policyowner, beneficiary, and financial professional). The program helps executives like you

  • Assess the current state of Cx at their company
  • Monitor the impact of Cx initiatives and improve performance year over year
  • Compare performance to the industry and to peers over time
LIMRA CX Model Chart

The flagship study in the program is our In-Force CX study, which uses a consumer panel and a 35-question survey to collect the consumers’ perspective of more than 30 top carriers, resulting in 

  • Robust industry benchmarks and deeper insights
  • Strong peer group comparisons
  • On-demand participation when it’s convenient for you


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