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Digital Customer Experience Study: US Personal Lines 2021

June 2021

Digital sales continue to demonstrate increasing levels of growth, accelerated by the shift to digital interaction during a global pandemic. To remain competitive in US personal lines, providing an effective and compelling digital customer experience is critical. Are carriers delivering?

ACORD’s U.S. Personal Lines Digital Customer Experience Study screened the websites of more than 1,250 carriers and evaluated candidates across 121 criteria, in order to answer key questions:

  • How does the U.S. insurance industry perform compared to its global peers? How big is the gap between the most and least successful websites?
  • Does customer engagement go hand-in-hand with functionality and ultimate consumer satisfaction? Which of them does the industry find it more challenging to deliver?
  • Are U.S. consumers vocal brand advocates compared to their counterparts in other countries? Are they more likely to share their positive or negative experiences?

ACORD R&D strategic reports are available free of charge to all ACORD members.