The following text field filters the results that follow as you type.
Strong customer experience is no longer optional in insurance - it’s essential. By focusing on trust, consistency, and simplicity, agents and brokers can strengthen relationships, increase retention, and stand out in a competitive market.
Published on June 9, 2025
By: Amy Hamilton
Sr. Manager, Customer Journey5-minute read
Have you ever heard the story about the librarian who visited a friend’s house and started rearranging the books on their shelves because they were “out of order?”
Sometimes I feel I’ve got a version of that same compulsion. Because I’m in the customer experience (CX) business ... someone who advises others on how to make their customers’ experience better. And I can’t walk into a restaurant or store without analyzing the experience I’m having, and thinking of ways to improve it.
CX is often an afterthought in the insurance industry, especially in specialty insurance, where products and policies are highly specialized or even one of a kind. However, in today’s market, agents and brokers must recognize that CX is more than just a buzzword—it’s a competitive differentiator.
Many agents focus on price and policy features to attract customers, but those are no longer the sole differentiators. CX can be the deciding factor in whether a customer chooses to stay or switch providers.
For agents and brokers, investing in CX means delivering on four key pillars: trust, consistency, reliability, and clear expectations. By embracing user experience (UX) principles and applying best practices, professionals in the industry can build stronger relationships and stand out in an increasingly competitive landscape.
The role of trust in insurance
Insurance is unlike most products or services—it’s intangible. Customers don’t see an immediate benefit; they’re paying for future security. That makes trust the most critical factor in whether a client stays with an agent or switches to another provider.
A bad experience—such as difficulty obtaining information, delays in processing claims, or a lack of clear communication—can create doubt. And doubt leads to lost business.
Jakob’s Law, a principle from UX, states that users expect digital experiences to function similarly across different industries. This means that clients now expect the same level of simplicity and responsiveness with insurance as they have with online shopping, banking, or even social media. When an agent’s or broker’s processes feel outdated or cumbersome, it makes customers feel uneasy about whether they’re making the right decision.
Building trust starts with making the customer journey effortless. Whether it’s providing clear policy explanations, simplifying the quote process, or ensuring fast response times, agents and brokers who prioritize trust through CX will have an edge.
Building trust starts with making the customer journey effortless.
Consistency, reliability and meeting expectations
When clients interact with an insurance provider, they’re looking for consistency and predictability. They assume the service they are getting when they buy a policy will be the same as when they eventually file a claim. And too often, that upfront purchasing experience doesn’t bode well.
Inconsistencies create frustration. That can include different answers from different representatives, a lack of clear documentation, or complex, ever-changing processes. Sometimes it’s running into an unexpected roadblock, like information customers didn’t realize they needed to have handy.
Hick’s Law, a UX principle, explains that the more choices or complexity that’s presented to a user, the longer it takes them to make a decision. In the insurance world, this means that excessive paperwork, confusing policy options, and unclear communication can overwhelm customers. Meanwhile, agents and brokers who streamline their processes and present information in a clear, digestible manner will create a more positive experience.
Why experience is crucial for agents and brokers
A strong customer experience isn’t just beneficial for policyholders—it directly impacts the success of agents and brokers. In an industry where referrals and renewals drive long-term business growth, delivering an exceptional experience can lead to:
- Higher retention rates – Satisfied clients are far more likely to renew their policies.
- More referrals – Customers who feel better taken care of are more likely to recommend their agent to others.
- A stronger reputation – In today’s digital world, reviews and word-of-mouth marketing can significantly impact an agent’s credibility.
Applying The Principle of Least Effort, a UX concept stating that users prefer paths of least resistance, can be particularly helpful. If a customer has to jump through multiple hoops just to make a policy change or file a claim, they’re likely to grow frustrated and look elsewhere. Conversely, when agents and brokers prioritize ease of use—whether through self-service portals, proactive communication, or streamlined processes—they increase customer satisfaction and loyalty.
If a customer has to jump through multiple hoops just to make a policy change or file a claim, they’re likely to grow frustrated and look elsewhere.
Practical steps to help improve customer experience
How can agents and brokers step up their CX game? Here are some key steps:
Invest in user experience (UX) best practices.
Enhance consistency and transparency.
- Provide clear, standardized messaging across all touchpoints.
- Verify customers receive the same information from an agent as they do from an online portal or customer service.
- Set clear expectations for response times and service processes.
Gather and act on customer feedback.
- Use surveys, interviews, and data analytics to understand pain points.
- Continuously refine processes based on real customer insights.
Adopt an omnichannel approach.
- Maintain seamless communication across phone, email, mobile apps, and web portals.
- Offer self-service options while maintaining a human touch for complex needs.
By implementing these strategies, agents and brokers can help create a frictionless experience that fosters trust and satisfaction.
The competitive advantage of superior CX
Customer experience in insurance is more than a nice-to-have—it’s a necessity. Trust, consistency, and reliability are the foundation of strong customer relationships. Agents and brokers who prioritize these elements will stand out in a crowded market. From increasing retention rates to boosting referrals, CX is a direct contributor to an agent’s long-term profitability.
The challenge is clear: In an industry traditionally slow to innovate, those who prioritize CX will lead the way. Agents and brokers should take this as an opportunity to assess their processes, embrace UX principles, and ensure they’re delivering an experience that builds trust and keeps clients coming back.
