Feature Story b Y TOm HArrINGTON
Aligning Business Strategy with Technology Capabilities
E Guide claims adjusters through the ap-
propriate protocols and considerations
crucial to adequately address each poli-
cyholder’s unique needs.
E Consistently provide the aforemen-
tioned service and noticeable value to in-
sureds in a cost-effective, scalable operat-
To effectively address these challenges
head-on, insurance carriers must align
business strategy with business capability, and then create the appropriate
supporting resources. A natural and
fitting place to start down this path is
the claims business process. In order
to achieve an optimal outcome for each
and every claim, insurers must instate
best practices and optimizing the entire
claim process. Specifically, there are five
key steps that insurers can take here to
build a closer, more ideal relationship
The role that claims management functions play in an insurer’s long-term strategy has changed dramatically. No longer are claims cost or expense metrics the primary measures of a successful claims organization. The ability to provide a highly consistent and personalized claim service ex-
perience is a must for insurance
carriers in both high- and low-
frequency claims environments.
Just watch any given NFL football
game to see that the policyholder
is king, and that claims service is
now an essential cog in their value
This new operating environ-
ment is not without challenges.
There are a host of factors that an
insurer must address in order to deliver a comprehensive response to policyholders’ vast
needs. In short, policyholders expect flawless delivery by a uniform, fully integrated
provider. To meeting claimants’ preferences while ensuring satisfaction and fostering
retention, insurance organizations must:
E Not only support policyholders regardless of the difficult times, but also become more
focused to turn a negative experience into a positive one.
E Optimize touch points and opportunities throughout the claims process to improve
the policyholder experience.
E Understand each policyholder’s unique needs and marshal the strength of the total
claims value chain in response.
Because of advanced BPM
processes, insurers no longer
have to rely on adjusters
to be the key drivers of the
1 Change the view of the claims service
Adopt a more holistic philosophy about
what the claims experience means to
your insurance organization as a whole.
Instead of viewing claims interactions
as mere transactions, carriers should instead view them as opportunities. How
do we deliver on our obligations and
simultaneously exceed policyholder expectations? How do we change service
processes without bringing our organization down to its knees? Insurers need to
exploit their total value chain in support
of a total claims service experience. This
can be accomplished by matching capabilities to a holistic view of service so as
to orchestrate the right response for each
2Respond consistently across chan-
nels of interaction.
In an increasingly mobile world, insurers need to provide multichannel capabilities matched to policyholders’ spe-