Originally published in The Standard, New England’s Insurance News Magazine (May 16, 2025 edition). Reprinted with permission from Standard Publishing Corporation.

This article was written with the independent agent in mind. However, customer experience (CX) is a game-changing differentiator in any business.

In today’s hypercompetitive insurance landscape, clients have more choices than ever. With pricing often dictated by carriers and coverage language indistinguishable from one provider to the next, what truly sets an insurance agent apart? The answer is simple: customer experience (CX).

You’ve probably heard the saying, "In an era of automation, a human touch still matters most."

When price and coverage are equal, CX becomes your most powerful differentiator. It’s not just a way to enhance service — it’s a strategic lever that drives client retention, satisfaction, and long-term growth. For independent agents looking to thrive, a strong CX strategy isn’t optional; it’s essential.

What is CX Really?

Customer Experience (CX) is the sum of every interaction a client has with your agency—before, during, and after the sale. It’s how they feel about your service, how easy it is to get help, how responsive you are, and whether they feel understood.

Think of CX as the emotional thread that ties each part of the buyer’s journey together. It's more than just a nice-to-have—it’s a competitive edge that can build loyalty and trust over time. A seamless and thoughtful experience from start to finish can differentiate one agency from another even when coverage offerings are nearly identical.

Why CX is Critical in Insurance for Renewals and Referrals

Insurance is a relationship business. Your clients aren’t just buying policies — they’re buying peace of mind. When they feel heard and valued, they’re far more likely to renew and refer.

Unlike some other industries, insurance relies heavily on trust. Clients may only interact with you during stressful or confusing times, such as a claim or renewal. These moments can define their perception of your value.

Studies show that customers who receive a positive experience are more than 80% more likely to stay loyal and recommend their agent to others. That’s the kind of growth you can’t buy with advertising alone.

6 Ways to Improve Your Agency's CX

Step Into Your Clients’ Shoes

Map your client’s journey. What does their experience look like from first contact through claims and renewals? Are there gaps in communication? Long wait times for answers? Look for friction points and opportunities to add value or clarity. Even small tweaks to emails, phone etiquette, or online forms can create noticeable improvements.

Communicate Proactively

Don’t wait for questions to come in. Proactively reach out during key milestones—policy issuance, renewals, and especially during claims. A check-in can go a long way in building trust. Clients appreciate transparency and timely updates, especially during uncertain times.

Set reminders to reach out during slower periods, too. A "just checking in" message can show that you're invested beyond the transaction. These touchpoints build familiarity and comfort, which can tip the scale during renewal season.

Follow Up After Claims

Claims are emotional. A simple check-in — "How did the process go?" or "Is there anything you need now that your claim has closed?" — can turn a difficult moment into a loyalty-building one. Even if the carrier manages the claim, your follow-up makes it personal.

This is also an opportunity to identify red flags. Was the process smooth? Were there delays or misunderstandings? When agents are part of the post-claim dialogue, clients feel supported and less likely to shop around.

Turn Feedback into Fuel: How Surveys and Metrics Elevate CX

Implementing customer surveys is one of the most effective ways to understand and improve your client experience. Post-interaction surveys—sent after onboarding, mid-term check-ins, or following a claim—can reveal exactly where you shine and where there’s room to grow.

Metrics like CSAT (Customer Satisfaction Score), NPS (Net Promoter Score), and CES (Customer Effort Score) help you quantify how customers feel:

• CSAT tells you how satisfied clients are with a specific interaction.
• NPS measures client loyalty and how likely they are to recommend your agency.
• CES reveals how easy it is for clients to complete tasks—like reporting a claim or getting a coverage change.

Survey tools like Google Forms, SurveyMonkey, Qualtrics, and Formstack make it easy to gather this feedback. But real magic happens when you act on what you learn. If responses show that clients struggle with billing or want more digital options, take the next step: simplify your statements or explore a client portal.

A well-timed survey shows clients you’re not just selling—you’re listening.

Use survey data to spot trends over time. Are the same service issues coming up? Is there a dip in satisfaction after policy renewals? When you use feedback to inform training, process updates, and outreach, CX shifts from reactive to proactive.

Empower. Adapt. Improve.

Train and empower your team to consistently deliver great experiences. Recognize and reward team members who go above and beyond. Most importantly, make CX a cycle of continuous improvement: measure, learn, adapt—and repeat.

Request Feedback—Then Close the Loop

Surveys are only the beginning. Clients want to know their input led to change. When you close the feedback loop and say, “We heard you, and here’s what we did,” trust and retention skyrocket.

Not all feedback needs to lead to a huge overhaul. Even small improvements—a better welcome email, an easier-to-use online form, or more responsive claims assistance—can be meaningful when they reflect real concerns.

CX in Action: Listening and Evolving Through Feedback