Results of the 2026 NPS® Benchmark Survey on Life Insurance After-Sales Service Experience Released: Sony Life Ranked No.1 in NPS Recommendation
Key facts
- Results of the 2026 NPS® Benchmark Survey on Life Insurance After-Sales Service Experience Released: Sony Life Ranked No.1 in NPS Recommendation
- NTT DOCOMO Business X Co., Ltd. has released the results of its 2026 NPS Benchmark Survey on after-sales service experiences in the life insurance sector, with Sony Life Insurance achieving the top NPS score. The survey highlights that coordinated follow-up from both agents and headquarters enhances customer loyalty and trust.
- Source: PR Times
- Date: June 17, 2026
Direct answer
NTT DOCOMO Business X Co., Ltd. has released the results of its 2026 NPS Benchmark Survey on after-sales service experiences in the life insurance sector, with Sony Life Insurance achieving the top NPS score. The survey highlights that coordinated follow-up from both agents and headquarters enhances customer loyalty and trust.
- Citation
- Results of the 2026 NPS® Benchmark Survey on Life Insurance After-Sales Service Experience Released: Sony Life Ranked No.1 in NPS Recommendation (June 17, 2026), PR Times
- Source
- PR Times
- Date
- June 17, 2026
NTT DOCOMO Business X Co., Ltd. has released the results of its 2026 NPS Benchmark Survey on after-sales service experiences in the life insurance sector, with Sony Life Insurance achieving the top NPS score. The survey highlights that coordinated follow-up from both agents and headquarters enhances customer loyalty and trust.
📋 Article Processing Timeline
- 📰 Published: June 17, 2026 at 20:00
- 🔍 Collected: June 17, 2026 at 12:13
- 🤖 AI Analyzed: June 17, 2026 at 12:28 (15 min after Collected)
NTT DOCOMO Business X Co., Ltd. (formerly NTT Com Online, headquartered in Shinagawa-ku, Tokyo; President & CEO: Shuji Inaba; hereinafter 'NTT DOCOMO Business X') has conducted the NPS Benchmark Survey 2026 for the life insurance sector, focusing on after-sales service experiences. These include visits, consultations, communications, and information provision following life insurance contract signing. As a result, Sony Life Insurance (hereinafter 'Sony Life') achieved the highest NPS score.
Across the industry, the survey revealed that ongoing after-sales interactions—such as communications from agents, newsletters, and notifications—contribute to a sense of security in daily life and enhance customer loyalty. Additionally, against the backdrop of recent misconduct in the insurance industry, providing coordinated after-sales support from both agents and headquarters has emerged as a key factor in building trust.
## Survey Results Overview
【NTT DOCOMO Business X NPS Benchmark Survey 2026】
Upcoming survey releases: Electricity, Banking, Automobile Insurance, Regional Banks, and others
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- Sony Life ranks No.1 in NPS for life insurance after-sales service experience
Among 13 life insurance companies surveyed, Sony Life achieved the highest NPS score for after-sales service experience at -34.9, followed by Tokio Marine Nichido Anshin Life Insurance (-38.4) in second place and ORIX Life Insurance (-40.6) in third. The average NPS across all 13 companies was -47.3, with a 19.0-point gap between the top and bottom performers.
- Agents’ empathetic attitude, professional credibility, and ease of consultation drive customer loyalty
Analysis of 20 factors influencing loyalty across the industry identified key drivers such as 'the agent’s attitude of valuing and empathizing with the customer after contract signing' and 'the agent’s professional credibility in finance and insurance.' Other significant factors included 'ease of consulting on life insurance matters,' 'flexible responses tailored to the customer’s situation,' 'appropriateness of information provided by the agent,' 'high problem-solving and proposal capabilities regarding customer concerns,' and 'strong listening skills regarding customer anxieties and interests.' These agent-related competencies were found to positively influence NPS.
Conversely, areas requiring urgent improvement included 'timely communication aligned with changes in the customer’s life circumstances,' 'appropriateness of communication channels,' and 'customer satisfaction with policy content and revisions.' Additionally, improvements are expected in 'efforts by the company via portals or apps to understand customer needs and life changes' and 'optimal timing of visits, meetings, and communications (appropriate spacing).'
Sony Life, ranked first in NPS, received high evaluations in agent-related capabilities, particularly 'strong listening skills regarding customer concerns' and 'appropriateness of information provided by the agent.' Tokio Marine Nichido Anshin Life (2nd) scored highly in 'timely communication aligned with life changes' and 'satisfaction with policy content and revisions.' ORIX Life (3rd) was praised for 'the agent’s customer-centric and empathetic attitude' and 'the agent’s professional credibility in finance and insurance,' which contributed to loyalty.
- Creating a sense of security through after-sales support boosts customer loyalty
When asked whether the after-sales services provided by their life insurance company contribute to a sense of security in daily life, 9.1% of respondents answered 'Yes,' and 29.6% answered 'Somewhat Yes.' NPS analysis by perception of security showed that those who answered 'Yes' had an NPS of 41.6, while those who answered 'No' had an NPS of -86.7.
Further analysis of when customers feel secure revealed that the most common trigger was 'receiving communication from the agent' (63.0%), followed by 'receiving newsletters or notifications (by mail or email)' (32.0%) and 'receiving information through seminars hosted by the insurer on topics like inheritance and asset management' (16.3%). These findings suggest that regular touchpoints through agent communications and notifications help cultivate a sense of security in daily life.
- Higher NPS among customers receiving follow-up from both agent and headquarters
Regarding the form of after-sales support received within the past year, 45.1% of respondents reported receiving follow-up only from their agent, while 37.6% reported receiving no follow-up at all. Only 10.7% reported receiving support from both the agent and headquarters.
However, NPS varied significantly by support type: those receiving support from both agent and headquarters had the highest NPS at -12.3, while those receiving no follow-up had an NPS of -71.0. This underscores the importance of coordinated after-sales support from both frontline agents and corporate headquarters.
*Headquarters-led after-sales support includes services such as online portals and call centers, excluding agent interactions.
- Dual-channel after-sales support strengthens trust
Recent years have seen ongoing misconduct in the life insurance industry, including financial fraud by agents and unauthorized disclosure of internal information. Against this backdrop, the survey asked whether customers feel their insurer and agent are sincerely committed to preventing misconduct through after-sales support. A strong majority—23.9% answering 'Yes' and 50.9% 'Somewhat Yes'—responded positively.
When analyzed by support type, 38.2% of customers who received support from both agent and headquarters answered 'Yes,' indicating that dual-channel engagement enhances perceptions of integrity and trustworthiness.
FAQ
What is NPS?
NPS (Net Promoter Score) measures customer loyalty by asking how likely they are to recommend a service.
Why did Sony Life rank first?
High scores in agent listening skills and relevant information delivery boosted trust and satisfaction.
What are key after-sales service factors?
Coordination between agents and HQ, timely communication, and useful information sharing are critical.