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The most sophisticated technology, skilled teams and well-crafted strategies can drift off course without a compass to guide them. Understanding the customer experience functions as that compass, helping organizations focus on what matters most, anticipate obstacles, plan for detours and shape journeys that meet customer needs before issues arise.
At Citizens Property Insurance Corporation, placing the customer experience at the center of operations is essential to serving policyholders during market shifts, legislative changes and catastrophe-driven surges.
Cecile Latimore brings more than two decades of leadership and service expertise to Florida’s insurer of last resort – Citizens Property Insurance Corporation. As a Lean Six Sigma practitioner and certified customer experience professional, she has played a central role in strengthening operational performance and embedding a culture of data-driven decision making.
Her work ensures that customer insights lead to measurable improvements across the organization and reinforce Citizens’ commitment to reliability, transparency and continuous improvement.
Latimore’s approach to customer experience management has been shaped by witnessing the effects of catastrophic storms on homeowners who often have little time to prepare. After major events, Citizens deploys staff into impacted communities to assist with claims, temporary living needs and urgent guidance. Observing families return to damaged homes and navigate the uncertainty of the days that follow strengthened her belief in proactive customer experience leadership. These interactions underscored the importance of empathy, urgency and presence.
Another influential factor has been the value of active listening. Frontline employees frequently provide the most meaningful insights into customer pain points, and customer feedback collected through surveys, focus groups, complaints and service-channel data enables early detection of emerging needs. This discipline of listening informs process design and service-recovery strategies that are both responsive and scalable.
To lead in customer experience is to commit yourself daily to action, learning, and telling the stories of the customers who depend on you, especially when they cannot tell them for themselves.
Latimore’s certification as a Customer Operations Performance Center (COPC) implementation leader expanded her perspective on how the customer experience can be improved. The framework provided the structure to implement changes that are measurable and visible to customers. As a result, Citizens has streamlined workflows, reduced cycle time, strengthened quality controls and embedded continuous improvement across daily operations.
Navigating complex stakeholder environments requires courage and clarity. Latimore emphasizes the importance of advocaCX (advocacy + CX), a principle that combines advocacy with customer experience and places data and customer needs at the forefront of operational and organizational excellence. She encourages leaders to present insights in ways that build collaboration, show shared value and remain anchored in the voice of the customer, even when doing so is difficult.
Latimore also promotes transparenCX (transparency + CX), a practice that centers on consistent communication about performance, market conditions and customer experience outcomes. Citizens’ CX teams share insights both internally and externally. Quarterly stakeholder meetings allow teams to review results, understand the customer journey and reflect on real experiences to maintain a clear view of what customers encounter.
Sustaining momentum requires creating a culture anchored in purpose, accountability and innovation. Latimore fosters an environment that supports psychological safety, cross-functional collaboration and continuous development. Employees learn to recognize opportunities, determine the best course of action and use insights to communicate effectively with diverse audiences. Wins are celebrated and lessons are shared.
Looking ahead, Latimore identifies several trends that will continue shaping insurance customer experience. AI-driven support tools will help streamline claims reporting. Predictive analytics will inform strategic decision making and risk identification. Fraud-mitigation technologies and real-time communication systems will improve customer confidence and keep policyholders informed. She also stresses that people remain central to high-quality experiences. Technology enhances service, but human judgment and empathy continue to drive trust.
Citizens’ ability to evolve with customer needs is strengthened by avoiding complacenCX (complacency + CX). This requires data-led decision making, proactive risk identification, cross-functional accountability, clear storytelling and a commitment to continuous improvement. These practices help Citizens maintain transparency, strengthen agent interactions, improve communication related to inspections and underwriting, and reduce preventable frustration.
Latimore’s message to emerging CX leaders is clear. To lead in customer experience is to commit each day to action, learning and telling the stories of customers who depend on you, especially when they cannot tell them themselves.
She challenges the next generation of CX leaders to reject complacenCX at every turn and to treat innovation as a discipline rather than an option. “Your compass must always point toward the customer,” she notes, “and that requires the courage to act before you are asked and the humility to evolve before you are forced.”
Leaders must practice transparenCX, communicating openly about performance, progress and purpose so teams and partners remain aligned and accountable. They must also embrace advocaCX, using data rather than politics to influence decisions and champion solutions that protect and advance the customer experience.
Her final charge is simple and powerful:
“Never forget the privilege of this work. CX leaders are entrusted with shaping experiences that impact lives. Honor that trust, challenge yourself relentlessly and show up every day with purpose.”
