Don’t Miss These 4 Key Findings from the 2025 Insurance Customer Experience Benchmark Report

By Eileen Potter, VP of Insurance Marketing at Smart Communications 

You’ve probably noticed that insurance customers aren’t what they used to be. They’re tech-savvy, time-strapped, and quick to switch providers if they feel overlooked or underserved. So, where should you focus your digital investments in 2025 to meet their expectations and drive ROI? 

That’s the question our new 2025 Global Insurance Benchmark Research set out to answer. We asked thousands of insurance consumers across the globe what matters most to them when it comes to communication, self-service, and digital interactions. Their responses were loud and clear: convenience, speed, and personalization are non-negotiable.

Here’s a preview of what we uncovered, plus how you can turn insights into action. 

1. Customers Won’t Wait Around for Clear, Convenient Communication 

If your customer communications are clunky, confusing, or hard to access, you’re not just losing satisfaction—you’re losing customers. 

In fact, 67% of customers say they’d switch providers if communications fall short. That’s up from 51% in 2023. The expectation? Amazon-like ease across every touchpoint. Younger generations are even less forgiving, with 78% of Millennials and 73% of Gen Z ready to walk if communications disappoint. 

But this is also a major opportunity. Modernizing your communication strategy with mobile-first, self-serve options boosts retention, builds trust, and creates brand advocates. When you exceed expectations, 78% of insurance customers say they’ll recommend your company. 

2. Omnichannel Is an Expectation, Not an Option 

Customers don’t think in terms of “channels.” They just want to get things done fast, from wherever they are. Yet only 55% of insurance customers say they regularly hear from providers on their preferred channel, down from 60% last year. 

To close the gap, you’ll need to deliver seamless digital experiences across channels including email, SMS, apps, web, and even encrypted messaging. Why? Because 60% of customers say they trust insurers more when interactions are consistent across platforms. 

Younger customers are especially tuned into this, with 83% of Millennials and 82% of Gen Z likely to use digital self-service instead of picking up the phone. The message is clear: meet them where they are, and they’ll stay loyal. 

3. Digital Forms Are a Make-or-Break Moment 

Here’s something you may not have considered: Your digital forms could be costing you business. 

A full 65% of customers will abandon a form or interaction if it’s too hard to complete. That’s a huge loss, especially when the fix is straightforward: make forms intuitive, mobile-friendly, and fast. Customers want forms that are secure, save their progress, and offer real-time help when needed. 

And the upside? A great data collection experience leads to more than just completion. It drives loyalty, additional purchases, and positive reviews. 

So, if you’re still using fillable PDFs or clunky paper-based workflows, 2025 is the year to upgrade.