14 | MARCH 2018 | Claims Magazine | PropertyCasualty360.com
While turn-around time is indeed a
dominant factor, it would be a mistake
to assume faster claim closure as the sole
driver of customer satisfaction. Perhaps
the best example of the need to consider
all expects of customer experience can be
found in claims involving personal property contents. Insurance carriers should
consider four important steps:
1. Understand the emotions
associated with personal
It is critical to understand how insured
emotions differ from claim to claim.
While claims are often an unpleasant
occurrence for the insured, claims pro-
fessionals must recognize the diversity in
emotions associated with the process. Re-
placing a wet carpet or a television does
not compare to replacing an antique that
has been in the family for many decades.
While the pace of claim settlement matters to the customer in either case, spending time with the insured to accurately
value, and, when appropriate, enable expert assistance to source and replace the
antique, will go a long way in enhancing
the overall customer experience. Insurers
need to look at every touchpoint as an opportunity to deliver superior service, and
design workflows to allow the front line
adjuster the needed flexibility to assess and
respond to the different emotions.
2. Be cognizant of insured
Most carriers’ policyholder base spans a
wide range of age demographics. When
designing a customer experience, it is
important to recognize that one size does
not fit all. In many customer surveys, for
example, respondents in the 18-25 age
range show a dramatically different opinion on many of the questions than the
55+ age group. It is also imperative to acknowledge and understand that younger
policyholders will be much more tech-savvy and likely to post experiences via
social media and other channels.
This emergence of digital technology
engenders a totally different approach
for claims. For those involving personal
property, age demographics can impact
how one should approach valuation
and even possible fulfillment options.
Sourcing and pricing items online may
indeed create a positive experience for
the younger insured, while using local
“brick and mortar” sources may be the
better approach for older policyholders.
Additionally, younger insureds may appreciate the convenience of direct fulfillment programs, while there may be
other customers who wish to have the
option of replacing items themselves.
4 Steps to Transforming the
Customer Claims Experience
In a world of evolving customer needs, claims departments have a daunting task at hand: Build the goodwill of the insured (or, at the very least, maintain existing goodwill) while accurately settling
claims in a timely and efficient manner. For the front line claims
adjuster, these goals can often seem to conflict with one another.
Numerous surveys tell us that speed of settlement drives overall
customer satisfaction; however, the latest J.D. Power U.S. Property
Claims Satisfaction Survey reveals that insureds also are looking for a
fair and accurate settlement with frequent communication.