When thinking about commercial insurance, there is a simple concept that stands out as it relates to the customer experience: business-to-business buyers are more demanding. They have a responsibility to make the right decisions when purchasing on behalf of their companies. They have high expectations when it comes to quality and the expertise to recognize when they’re not getting it. They are also more likely to regard themselves as interacting with the product or service supplied to them rather than playing the role of passive recipient.

The expertise and risk tolerance of a business buyer can vary with the size and complexity of the business, but generally business buyers simply demand more.