Indeed, there is a strong correlation between favorable homeowners' claim experiences and customer loyalty and advocacy. Among customers of insurers that achieve high satisfaction scores (averaging 837 or higher), two-thirds say they “definitely will” renew their policy, while 64 percent say they “definitely will” recommend the insurer. In contrast, among customers of insurers with lower levels of satisfaction (scores averaging 816 or below), only 49 percent say they “definitely will” renew and 42 percent say they “definitely will” recommend the insurer, said J.D. Power and Associates.

“While only about six percent of homeowners insurance customers per year file a home claim, for those who do, no other aspect of the experience with their insurer is more meaningful,” said Bowler. “An experience that meets or exceeds customer expectations may foster long-term loyalty, just as a negative experience may drive a customer to shop other insurance companies.”

In particular, insurers can enhance customer satisfaction during the FNOL and settlement portions of the claim process. During the settlement process, claimants' lack of understanding regarding their policy coverage often leads to negotiated settlements. Twenty-two percent of home claimants report negotiating the settlement amount, while just 11 percent of auto claimants say the same.

“The negotiation process tends to be difficult and stressful and often leads most customers to become dissatisfied with their claims experience,” said Bowler. “On average, satisfaction among home claimants who negotiate their settlement is 117 points lower than among those who didn't negotiate. By thoroughly explaining the limitations of the policy coverage and fully managing customer expectations, insurance companies may be able to lower the number of negotiations and improve claimant satisfaction considerably.”