Client experience

Enhancing the Client experience at every touchpoint

Today’s consumers want easy and caring service, and a company that makes them feel valued. They want options that make taking action simple and build confidence in the services they are receiving.

Our approach

We aspire to meet Clients’ evolving expectations by putting them at the centre of everything we do. We’re building a better, more inclusive company focused on consistently providing great service experiences. We aim to do this through convenient processes, fair and quick handling of complaints, and friendly, easy-to-understand communication. We’re working to support each Client’s financial security and health management goals, too. We discuss our efforts in these areas in the Financial Security and Client Health sections.

We are both increasing and personalizing our Client outreach in ways that make the most sense to each Client. That could be through an advisor, in person, or by phone, videoconference, email, digital apps, text or social media.  

We’ve also made substantial improvements to the way we communicate with Clients. Since 2017, we have worked to apply plain language principles across our business, from our prospectuses to our Client forms and letters. Plain language is our priority because we want Clients to easily understand our materials, plans and products. We want to help empower them to make the right choices by offering the clear, concise information they need. To learn more, refer to our case study, “Words Matter”.

The fair treatment of Clients is an integral part of our ethical culture. We, and our third-party representatives, are committed to keeping Clients top of mind when designing, marketing, selling and delivering our products and services. We collaborate with consumer associations to design contracts that exclude unfair terms, are more understandable and avoid the use of small print. We all have a responsibility to consider our Clients’ interests in all stages of the product life cycle and to ensure our products and services provide fair value to them.   

Our compensation, commission and incentive structures help encourage good sales practices.

We strive to communicate in ways everyone can understand and in ways that aren’t misleading. We want people to know the key facts (including benefits, risks and costs) about our products and services, so they can choose what’s best for their needs.   

Learn more about how we ensure the fair treatment of our Clients in our Code of Conduct.

We take Client concerns and complaints seriously. They are opportunities for us to learn and improve, so we get things right, and create positive experiences.   

Across Sun Life, we have clear channels to receive complaints, including over the phone, by e-mail and online. Our processes to address concerns and complaints are focused on ensuring they are dealt with promptly and fairly. For example, in Canada, our goal is to resolve Client problems within our problem resolution teams. When this isn’t possible, our Client Advocacy team works with Clients and our internal problem resolution teams to resolve our Client's problem. Our social media team also tracks online comments and facilitates responses to Clients within one business day. 

We measure our success in delivering a great Client experience through several metrics, including:    

  • Client Satisfaction (CSAT): This metric measures the holistic experience that Clients have with Sun Life.  
  • Business performance outcomes: At the beginning of the year, each business is responsible for identifying and committing to measurable Client outcomes. This emphasis on outcomes ensures a strong focus on service delivery.   

These two metrics are factored into our annual incentive compensation. We also monitor Client join-and-leave rates, complaints and problem resolution results.   

As well, we strive to capture Client feedback at specific moments and points of contact. This ‘event-based listening’ helps us get input about Client experiences during onboarding, insurance or plan renewals, call centre interactions, and other interactions with Sun Life employees, advisors or services.

2023 highlights

  • Increased global Client Satisfaction score by 1 point1
  • Improved digital offerings to provide faster, smoother experiences for Clients
  • Continued to make messaging simple, clear and sensitive to the needs of Clients

Learn more about our progress and performance in our 2023 Sustainability Report and ESG Performance Tables

Client Advocacy: Improving our inclusivity practices

When our Client, Diego, reached out to us with an issue they had been facing for several years, we realized we have work to do when it comes to improving our inclusivity practices.

Learn more


Sun Life was recognized by the Trusted Brand Awards as the most trusted brand in the life insurance industry in the Philippines for the 14th consecutive year. Sun Life was also named as the most trusted investment fund company for the 9th consecutive year.