A Guide to Improving Customer Experience in the Insurance Industry

A prospect starts a quote request, gets stuck halfway, and leaves. What should have been a new policy turns into a lost customer. Customer experience in the insurance industry rarely fails during routine interactions; it breaks at the exact moment a potential customer is ready to commit.

Research shows that 56% of customers often have to repeat or re-explain information, highlighting how easily friction builds during complex processes. Improving customer experience is less about adding tools and more about removing friction at critical moments, so applicants can complete quote requests quickly and accurately.

In this guide, we will break down where customer experience typically fails in insurance, and how teams can improve average ticket resolution times, simplify interactions, and support better outcomes at scale.

Why customer experience is so challenging in insurance

Insurance products are inherently complex, and that complexity often shows up in your quote process. Prospective customers are asked to provide detailed personal, financial, and risk-related information across multi-step forms, ranging from coverage selections and eligibility questions to document uploads and policy disclosures.

For someone unfamiliar with insurance terminology or underwriting requirements, even simple steps, like selecting coverage limits, understanding exclusions, or providing supporting documents, quickly become points of confusion and drop-off.

When a potential customer tries to request a quote on your website, they may get stuck when asked to upload specific documents or complete unfamiliar fields. In many cases, this leads to abandoned quote requests or repeated attempts to complete the process. As a result, applicants abandon quote requests midway or submit incomplete information. For your team, this slows down conversions and increases the likelihood of drop-offs, ultimately leading to missed revenue opportunities.

One of the biggest hidden costs is time, your team may spend 20–30 minutes trying to help applicants complete steps that should take minutes. At this stage, the issue isn’t just customer experience, it’s lost revenue. This lack of real-time visibility creates unnecessary complexity for both your applicants and your team.

Insurance industry customer experience trends

Studies show that nearly 68% of users abandon web forms before completing them. This highlights the shift in Insurance customer experience trends, towards faster completion and fewer drop-offs; not just better service quality. Customers expect problems to be handled as they happen.

These changes are pushing insurance teams to rethink how quote journeys are designed and supported. Instead of relying on delayed, back-and-forth communication, there is a growing focus on supporting applicants to complete tasks in the moment, without confusion or interruption.

When your team has visibility into what applicants are experiencing with tools like cobrowsing, they can step in at the right time and keep the process moving. This reduces abandonment, improves average ticket resolution time, and turns more in-progress quotes into converted customers.

What is customer experience in the Insurance industry?

Customer experience in the insurance industry is often treated as a service function, but it’s fundamentally a conversion process. It shapes how customers interact with an insurer across the entire lifecycle, from initial applications and quote requests to policy management and ongoing support.

Because of this, every interaction plays a role in whether a prospect moves forward or drops off. These journeys are high friction and often involve complex workflows, documentation, and multiple touchpoints. When these processes are not intuitive, customers rely heavily on support teams, increasing both frustration and operational strain. A strong customer experience ensures that your users can complete key actions and convert smoothly, without unnecessary delays or confusion.

How to improve customer experience in Insurance

Improving customer experience comes down to fixing these high friction moments, like quote requests and completion flows.This is where you need to start thinking about how to improve customer experience in insurance without adding more complexity or new processes.

It starts with your applicants

The first critical interaction doesn’t happen after a customer signs up, it starts when someone becomes an applicant and tries to request a quote on your website. At this stage, your applicants are asked to provide detailed information, navigate multiple steps, and make decisions about coverage they may not fully understand. Even small points of confusion, unclear questions, missing context, or unexpected document requests can cause applicants to hesitate or abandon the process entirely.

Every abandoned quote request represents a potential customer who was ready to move forward but couldn’t complete the process. For your team, this creates a constant need to follow up, clarify requirements, and help applicants continue. What should be a straightforward path to conversion becomes a fragmented experience that slows down revenue generation.

Improving this stage means removing unnecessary complexity, guiding applicants through the process, and ensuring they can complete quote requests without hesitation.

Reduce delays during quote completion

A large portion of support time is spent trying to understand issues, not solving them. Prospects describe problems, your team asks follow-up questions, and the process drags on. Support agents spend valuable time asking questions like “What do you see on your screen?” or “Can you try that again?” Simple issues turn into long interactions.

Tools like UserView eliminate this gap. Instead of asking users to explain what’s happening, your team can see exactly what the applicant sees, with cobrowsing features that allow them to interact directly on their screen, scrolling, clicking, and highlighting exactly what to do next. This removes guesswork from the customer service process and helps applicants complete quote requests faster, reducing drop-offs and improving conversion rates.

When cobrowsing becomes essential

Often, the problem isn’t a lack of customer support, it’s a lack of visibility. Your insurance agents are working blind. Cobrowsing removes the distance between a problem and its solution by enabling your agents to see prospect’s screens and guide them in real time.

Cobrowsing becomes valuable in high friction environments when:

Applicants get stuck completing quote requests
Excessive time is spent following up with applicants
Quote requests are frequently submitted with incomplete or incorrect information
Compliance issues arise due to errors, misunderstandings, or missing required disclosures during the application process
Sensitive data must be handled securely while still enabling real-time assistance

Improving customer experience starts here

If you're dealing with dropped quotes, long resolution times, or repeated support tickets, it may be time to rethink how support is delivered.UserView enables support teams to guide users directly on their website in real time, helping resolve issues faster and without unnecessary back-and-forth.

Book a demo to see how your team can convert more applicants and complete quote requests in a single interaction.