The P&C insurance industry is experiencing unprecedented change and potential for disruption. Customers are empowered in the shopping and servicing of their policies like never before. Customer experience leaders from outside of the insurance industry, such as Amazon and Netflix, continue to set a high bar in terms of digital interactions and increasingly shape customers' expectations that impact how they view their experience with insurance providers.

Compounding the issue, the personal lines auto industry is facing an uphill battle in terms of profitability after two consecutive years of combined ratios over 100%, and the market is tighter than ever with just 2% of new customers entering the personal lines auto insurance market in 2017.

The challenge for personal lines auto insurers is how to navigate the changing landscape and adapt to these macro industry trends without losing sight of what drives customer satisfaction. Insurers will need to understand how consumers shop and what drives them to a brand, among other issues, in order to meet the expectations of their customers and prospects alike. Based on our recent studies of auto insurance customer satisfaction trends, we've identified five mega trends that the industry will need to address as they tackle this rapidly-changing marketplace:

• The era of consumer‐centric insurance
• Rising consumer expectations
• Maximizing the digital experience
• InsurTech and alternative insurance models
• Directs are winning the purchase experience battle

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