"There's a great quote from Steve Jobs," says Judy DeLaRosa, vice president of online platforms and solutions at Warren, N.J.-based carrier Chubb & Son. "He said, 'You've got to start with the customer experience and work back toward the technology—not the other way around.'"

No one has ever accused the insurance industry of being technology pioneers. However, the tech that sophisticated companies such as Apple provides has informed how consumers expect to interact with their insurance agents, brokers and carriers.

According to a report from the insurance and technology analysts Market Insight Group, "Adaptability: The Insurance Customer Experience Imperative in an Online Digital Mobile Society," sponsored by Applied Systems, four factors drive customer expectations: A shift in location of commerce from place to space; an expanding set of online information, search engines and review sites; a continual increase in the number of mobile and smart devices; and social media.