Customer experience in the insurance industry is severely lacking. Non-claim experience is the key to growth.

1. Customer experience in the insurance industry is severely lacking
Source: Author’s analysis, Central Bank of Russia 2017: Property Insurance bought by Individuals (0420162 - 15.1)
Post purchase CX
Non-Claim experience
Russian insurance companies paid out claims to only 0,55% of their customer base in 2017. They still concentrate on improving
claims processing CX, failing to take care of their substantial share of lucky customers.
Pre-purchase CX
and
Purchase CX
Claim experience

2. Non-claim experience is the key to growth
Source: Author’s analysis
Post purchase CX
• Delivered a value to customers worth of its premium regardless of claim application.
Non-Claim experience
Customer-centric insurance companies should be associated with positive changes while reducing uncertainty and insecurity.
In order to deliver positive experience they should increase interactions with customers by changing focus from claim experience
to non-claim experience.
(Pre-) purchase
• Explained the insurance value,
customers purchased and
recommended the product
regardless of the narrative.
• Delivered the narrative,
customers purchased and
recommended the product
regardless of understanding
the insurance value.
Claim experience
Exceeded customer’s
high expectations in
claim application.