Forrester

Why Read This Report

Forrester asked more than 4,600 US consumers about their interactions with a variety of companies, scoring those experiences in three areas: meets needs, easy to work with, and enjoyability. Based on these consumer responses, we calculated Forrester's third annual Customer Experience Index (CxPi) — ranking 133 firms in 14 different industries. In this document, we examined the 14 insurance providers on the list. For the third year in a row, USAA took the top spot in the industry. Led by a 28-point rise in its enjoyability rating, Liberty Mutual Insurance had the largest increase of any company in the entire CxPi. Since a modest improvement in customer experience can generate hundreds of millions of dollars in incremental revenue, insurance companies should accelerate their journey to Experience-Based Differentiation (EBD) in 2010.