Trends Report

The State Of Customer Obsession In US Insurance, 2022

Customer-Obsessed Insurers Draw On Their Innate Willingness To Advance

November 15th, 2022
With contributors:
Rick Parrish , David Hoffman , Bruna Venicio , Rachel Birrell


Forrester surveyed 80 decision-makers at US insurance firms to learn how the needle has moved since our first look at the state of customer obsession in insurance in 2021. Even though insurers wanted to be there for their customers, the pandemic, the “great resignation,” and economic headwinds forced many to put their customer obsession strategies on hold in 2021. But it’s time to get back to it. Start by assessing your maturity, gauging how you compare with standout examples, and correcting the course of your customer obsession journey.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.