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Bridge what is known about general customer experience practices with the needs of life insurers.

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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.     

Related Resources

Related MarketFacts Articles

LIMRA's flagship publication.

Cx for Life

Sep 25, 2018

Today’s business executives are increasingly looking to enhance customer experience (Cx) as a path to business growth.

MARKETS: How Liquid Expectations Shape the Customer Experience

Jul 11, 2017

Many of us regularly hear the premise that customers’ experiences in any product category shape their expectations for interactions with all other types of companies.

MARKETS: “No Soup for You”: The Importance of Customer Experience

Dec 11, 2016

Over the past few years, LIMRA has positioned ourselves as a resource for members on issues related to managing customer experience.

The Call for Contact: Trends Shaping the Contact Center of the Future

Apr 11, 2016

At LIMRA, we often cite three broad forces that are causing disruption in the financial services industry: changing demographics, evolving technology, and expanding regulation.

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Meet the Project Director


For more information, please contact tsilverhart@limra.com.