USAA Tops Insurers In Customer Experience

In Forrester’s 2008 Customer Experience Index (CxPi), we ranked 113 companies across 12 industries. I recently published a snapshot of the insurance industry results. Here are some highlights of the 10 insurers on the list:

  • Experiences are “okay.” As a group, the 10 insurers ended up with an “okay” rating of 73%, a two percentage point increase over the 2007 CxPi results.
  • USAA leads the pack. With a score of 83%, USAA led two other firms that ended up with “good” ratings: Progressive and State Farm.
  • Liberty Mutual lags. With the only “poor” rating, Liberty Mutual came out at the bottom of the list.
  • USAA leads all categories. USAA came out on top in all three components of the CxPi, with the largest lead in enjoyability. Progressive earned “excellent” ratings for meeting user needs and being easy to work with and State Farm earned an “excellent” rating for meeting user needs.
  • Allstate improved the most. Allstate’s CxPi improved by six percentage points, just ahead of Geico’s five point increase. At the other end of the spectrum, Liberty Mutual’s CxPi dropped the most — losing 10 points.

The bottom line: Once again, there’s a lot to learn from USAA

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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