Back to basics: Getting onboarding, claims and service right in insurance

Insurance operates through fragmented ecosystems involving brokers, underwriters, claims handlers, third-party providers, and regulators. This creates friction at every stage of the customer lifecycle, but particularly in the foundational journeys of onboarding and claims, where trust is either built or permanently damaged.

At the same time, CX is being reshaped by artificial intelligence (AI), shifting customer behaviors, and increasing demands for data transparency and security.

According to CX Network's flagship report, CX Horizons: The State of CX in 2026, based on a survey of 342 global CX practitioners, AI-powered technologies for operations remain the top CX trend (37 percent) while agentic AI (21 percent) and AI-first journeys (17 percent) are rapidly emerging forces. Meanwhile, competing priorities remain the number one CX challenge (37 percent), highlighting a persistent tension between long-term transformation and short-term operational pressures.

This report explains why onboarding and claims represent the most critical moments in insurance CX, and how organizations can simplify complexity, improve trust, and use AI responsibly to enhance both efficiency and experience.

Download this report to discover:

• Why smooth operations define customer trust
• The root causes of poor CX for insurance customers, and how to address them
• How data, systems, partners and accountability can be aligned to deliver seamless customer experiences