Template Questions
All 9 Insurance Survey Questions
Nine questions covering the full policyholder experience, from the moment they first tried to understand their policy through to their most recent renewal. The most important thing to understand about insurance satisfaction is that it splits into two very different customer groups: those who have claimed and those who haven't. The claims experience questions (Q2, Q3, Q4) are far more impactful for customers who have been through a claim. For everyone else, clarity and value are what matter most.
📋 FCA Consumer Duty: This survey covers dimensions relevant to the four good outcome areas: products and services (Q1), price and value (Q5), consumer understanding (Q1, Q3), and consumer support (Q2, Q4, Q6). Consult your compliance team for specific reporting requirements under your regulatory obligations.
01How clearly were your policy terms and what is covered explained to you?Scale 1–5
02If you made a claim, how satisfied were you with the overall claims process? (Skip if not applicable)Scale 1–5
03How well were you kept informed and communicated with throughout your claim?Scale 1–5
04How satisfied were you with the speed at which your claim was handled?Scale 1–5
05How fair does your premium feel relative to the coverage and service you receive?Scale 1–5
06How easy was it to renew your policy or make changes when needed?Scale 1–5
07Overall, how satisfied are you with us as your insurance provider?Scale 1–5
08How likely are you to recommend us to a friend or family member?NPS 0–10
09Is there anything specific about your experience you'd like us to know?Open Text
Claims vs Non-Claims Customers
Two Very Different Satisfaction Drivers
The same survey works for both groups, but the dimensions that matter most are different. Knowing which questions to focus on when you review results helps you take the right action for each customer type.
Claims customers
📞 Q3: Communication during claim
⚡ Q4: Speed of resolution
✅ Q2: Overall claims quality
NPS is largely driven by the claims experience
Non-claims customers
📋 Q1: Policy clarity
💰 Q5: Value for money
🔄 Q6: Renewal ease
Low Q5 + Q6 predicts policy lapse at renewal
Sample Results
Your Insurance Satisfaction Dashboard
After 92 post-renewal responses from a specialist home insurer, the communication and renewal ease gaps were addressed with a new proactive claims update SMS service and a one-click renewal confirmation flow, improving NPS by 18 points over the following two renewal cycles:
Insurance Satisfaction · 92 responses · 2026Mixed claims and non-claims
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Overall satisfaction
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NPS
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Policy clarity
Policy clarity3.8 / 5
Claims communication3.2 / 5
Value for money3.6 / 5
Renewal ease3.1 / 5
Claims speed3.4 / 5
FAQ
Frequently Asked Questions
Is this insurance customer satisfaction survey template free?
Yes. Free forever with no signup. Up to 100 responses free. Pro ($19/month) allows 10,000 responses and analytics across products, regions, and time periods.
When should insurance providers send this survey?
At renewal time: the most commercially critical moment. After a claim is resolved: the most emotionally significant interaction. After any major customer service contact involving a policy change or complaint. Avoid sending during an active claim. At policy anniversary for longer-term products like life or income protection.
What is the most important question for insurance customers?
It depends on whether the customer has claimed. For non-claimants, policy clarity (Q1) and value for money (Q5) determine renewal intent. For claimants, claims experience (Q2) and claims communication (Q3) are dominant: a poor claims experience is the single biggest driver of insurance churn and negative word of mouth.
Can I use this for both claims and non-claims customers?
Yes. Consider running two slightly different versions: one for customers who have made a claim in the past 12 months and one for those who haven't. The claims questions (Q2, Q3, Q4) are most relevant for claimants. For non-claimants, policy clarity and renewal ease are the primary satisfaction drivers.
How does this survey relate to FCA Consumer Duty?
The FCA Consumer Duty requires firms to demonstrate good outcomes across four areas: products and services, price and value, consumer understanding, and consumer support. This survey covers all four. Consult your compliance team for specific reporting requirements.
Can this survey be used for insurance brokers?
Yes. For brokers, adjust Q2 to Q4 to cover how the broker supported the customer through the claims process with the insurer. The policy clarity and renewal ease questions are equally relevant. NPS for a broker measures whether customers would recommend using this broker, not the underlying product.
Should insurance surveys be anonymous?
For general satisfaction data, anonymous surveys produce more candid feedback. For post-claims surveys where you want to follow up with dissatisfied customers or resolve outstanding issues, non-anonymous mode allows optional contact collection. Never link negative responses to individual claims records without appropriate data governance and customer consent.
How do I use this data to reduce policy lapses at renewal?
Policy lapses at renewal are most strongly predicted by low value for money (Q5) and low renewal ease (Q6). Customers who feel their premium is unfair or find renewal cumbersome are your highest lapse risk. Identifying these customers 60 days before renewal gives your retention team time to intervene with a tailored offer or a simpler renewal process.
What questions should an insurance customer satisfaction survey include?
A good insurance survey covers: how clearly the policy terms and coverage are explained, the quality of the claims experience when one was made, how well the team communicated during a claim, how quickly claims were resolved, whether premiums feel fair relative to coverage and service, how easy it is to renew or make policy changes, overall satisfaction, and NPS. This template covers all nine dimensions.
When should insurance providers send customer satisfaction surveys?
At renewal time: the most commercially critical moment. After a claim is resolved: the most emotionally significant interaction. After any major customer service contact where a significant policy change or complaint was handled. Avoid sending during an active claim, as responses will reflect current anxiety rather than the considered experience. At policy anniversary for longer-term products like life or income protection.
What is the most important question in an insurance satisfaction survey?
It depends on whether the customer has made a claim. For customers who have not claimed, policy clarity (Q1) and value for money (Q5) are the most important dimensions because they determine renewal intent. For customers who have claimed, claims experience (Q2) and claims communication (Q3) are dominant: a poor claims experience is the single biggest driver of insurance customer churn and negative word of mouth.
Can this survey be used for both claims and non-claims customers?
Yes. Consider running two slightly different versions: one for customers who have made a claim in the past 12 months and one for those who haven't. The claims questions (Q2, Q3, Q4) are most relevant for claimants. For non-claimants, policy clarity and renewal ease are the primary satisfaction drivers. Both groups should receive the value for money and NPS questions.
How do insurance companies use customer satisfaction data for FCA compliance?
The FCA Consumer Duty regulation requires insurance firms to demonstrate that they are delivering good outcomes for customers. Customer satisfaction survey data is relevant evidence of consumer outcomes across the four FCA outcome areas: products and services, price and value, consumer understanding, and consumer support. This survey covers dimensions relevant to all four areas. Firms should consult their compliance team for specific reporting requirements.
What is the difference between insurance NPS and general NPS?
The NPS question is the same, but insurance NPS benchmarks differ significantly from general service NPS. Insurance as a sector typically scores lower than retail or technology: average insurance NPS ranges from -10 to +30 across most markets. Customers who have had a positive claims experience drive the highest NPS scores in insurance. Customers who have experienced delays, disputes, or poor communication during claims drive the lowest scores and most negative word of mouth.
Should insurance customer surveys be anonymous?
For general satisfaction data, anonymous surveys produce more candid responses about claims experience and value for money. For post-claims surveys where you want to follow up with dissatisfied customers or resolve outstanding issues, non-anonymous mode allows optional contact collection. Never link specific negative responses to individual claims records without customer consent and appropriate data governance processes.
Can this survey be used for insurance brokers as well as direct insurers?
Yes. For brokers, adjust the framing to cover the broker service experience: Q2 to Q4 should focus on how the broker supported the customer through the claims process with the insurer, rather than the insurer's own claims handling. The policy clarity and renewal ease questions are equally relevant for broker customers. The NPS question for a broker measures whether customers would recommend using this broker, not the underlying insurance product.
How do I use insurance satisfaction data to reduce policy lapses?
Policy lapses at renewal are most strongly predicted by low value for money scores (Q5) and low renewal ease scores (Q6). Customers who feel their premium is unfair relative to coverage or who find renewal cumbersome are your highest lapse risk. Identifying these customers before renewal conversations begin gives your retention team time to intervene with a tailored offer, a review call, or a simplified renewal process. Low NPS scores in the 30 to 60 days before renewal are also a strong lapse predictor.
Know what policyholders think before they renew elsewhere
9 questions. Claims and non-claims versions. FCA Consumer Duty relevant.
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