According to a recent study, consumers complain most frequently about how claims are handled, followed by underwriting. Across all insurers, 68% of all complaints were related to claims handling.
Being in a situation where you have to make an insurance claim is stressful enough. For most customers, preparing the evidence, documents, and communicating with their insurance providers adds fuel to the unfortunate situation they are currently in.
Insurers can look at different touchpoints to improve customer experience during the insurance claims process, but relationship, transparency, and technology are three of the most important elements to focus on when trying to achieve it.
Here are some tips on how to improve UX in the insurance claims process:
Coping with loss, may it be from a simple digital device, legal rights, or loved ones, make customers vulnerable at times. That’s why building a good relationship with the customer by providing heightened level of customer service, understanding, and patience are a must when dealing in this insurance process.
Positive and negative experience leave lasting impressions, and during the claims process, your customer may appreciate you more than ever. Therefore, a satisfied customer after a successful claims process could mean 100% retention rate and a guaranteed word of mouth advertising.
During the insurance claims process, not just constant but prompt communication is a must. It is at difficult situations that customers need security the most, and it can only be achieved by being open and readily available in any step of the process.
Lack of understanding may lead to distrust, so explaining to them what the whole claim process will entail, in a clear and concise way, is a great help. Insurers could also be transparent by taking the initiative to give timely updates at all times.
Modern technologies can make all the difference in benefiting both the insurers and the customers. It can help in many areas of the insurance process such as:
- Identifying fraudulent activities in a claim by the use of Robotic Process Automation (RPA);
- Classifying documents for automatic forwarding using Natural Language Processing (NLP);
- Telematics in vehicles that send data regarding routes, driving behavior, etc. to insurers;
- Optical Character Recognition that reads through poorly written documents;
and many more.