A Relentless Focus on Customer Care

While digitalization can create efficiencies and enhance processes, insurers must not get distracted. Customer care always comes first.

Three people smiling while sitting at a table with tablets and paperwork


--A good starting point for thinking about customer care is the E3 model, which focuses on engaging them, empowering them and emotionally connecting with them.

--In implementing the E3 model, evaluating processes, emphasizing personalization and leveraging data are all crucial.


Insurance technology spending in the U.S. is anticipated to grow by more than 25% between 2022 and 2026, highlighting that many companies are investing in digital transformation. Technological advancements enable insurers to streamline operations, offer innovative products and reach a broader customer base. However, insurance companies must be sure to maintain a relentless focus on customer care.

The implementation of new technologies is all about balance. While many customers will be happy to see businesses innovating with enhanced processes, others may feel they are being forced down a path they do not want to travel. Swiss Re highlights a way to achieve balance through the E3 model: engagement (enhancing digital services to improve customer interaction), empowerment (providing customers with the necessary information to enable them to make informed decisions) and emotional connection (integrating principles of behavioral economics into procedures to demonstrate an increased level of care and respect throughout the digital customer experience). 

To achieve balance, the insurance industry needs to provide omni-channel communication methods that not only offer the same level of support service across each platform but also the ability to maneuver seamlessly from one platform to another. This article will break down best practices for achieving balance while keeping a continued focus on customer care, through evaluation, personalization and leveraging data. 

Evaluate Processes to Enhance Communication Channels

In an increasingly digital world, communication channels play a pivotal role in customer care. Based on the E3 method, communication platforms should first allow for easy and convenient engagement for policyholders. Platforms should allow them to feel empowered by self-service capabilities in all facets: policy management, premium payments, policy enhancements, claims filing and claims participation. Finally, platforms must allow for emotional connection, which cannot occur through the use of technology alone. Personalization of messaging and content on platforms can help break the barrier of inherent distrust. This must combine digital and human approaches, because the human touch in customer care remains indispensable. 

Regularly seeking feedback from policyholders is essential for understanding pain points and identifying areas of improvement. To enhance communication channels, ask the following question: Based on our consumer demographic, how can we best meet our customers where they are? If the answer is unknown, the best way to find out is through customer evaluation and analysis. Insurance companies can conduct surveys and focus groups or use digital feedback platforms to gather insights into policyholder experiences. Analyzing this feedback and acting on the findings demonstrates a commitment to addressing customer needs and making the necessary enhancements. 

Emphasize Personalization to Increase Satisfaction and Loyalty

Each policyholder's needs are unique, and insurance companies must deliver tailored services to enhance the customer experience. Personalization ensures policyholders are heard throughout the claims process, from first notice of loss through to claim completion. Insurance companies have access to a myriad of data but often lack the ability to access it in a structured and meaningful way. Customer data must be accessed responsibly, enabling insurers to anticipate individual requirements, offer relevant coverage options and provide personalized assistance during claims processes. By demonstrating an understanding of policyholders distinct needs, insurers can increase customer satisfaction and loyalty.

Personalization is a powerful tool that can enhance the policyholder journey, helping insurance companies to distinguish themselves in an increasingly competitive market. Whether a solution is designed for a single customer or a broader audience, insurers must engage customers on their terms, delivering messages with empathy and consideration, especially in the aftermath of a disaster. A hybrid approach, blending digital innovation in the claims initiation phase with compassionate management throughout each claim, can not only boost customer satisfaction but also propel the evolution of the entire claims industry. By meeting customers where they are and showing genuine care, insurers can drive forward the progression of the claims process improvement and set new industry standards.

See also: Unlocking the Future of Long-Term Care

Leverage Data to Anticipate Customer Needs

The core goal with digitization and personalization is driving value and trust that align with a unique brand. By understanding what consumer data is available and what data is necessary, insurance companies can gain insights into customer needs and preferences. This can start with simply adding consumer preferences in the settings: Do policyholders want to receive updates via text or email? Then, this can be scaled to more important aspects. For instance, when analyzing findings from an underwriting inspection, several data points will be considered when determining policy details, including the home’s age, claim history and previous maintenance. 

Machine learning and artificial intelligence can be used to gain valuable insights into policyholder behavior, enabling insurers to anticipate their needs and offer relevant solutions. For example, AI-powered chatbots can handle routine inquiries, freeing human representatives to focus on more complex issues requiring empathy and problem-solving. While AI-powered chatbots can benefit companies greatly, though, they can also escalate issues, as their capabilities are solely driven by the data they have access to. Companies need to ensure that the knowledge base that feeds intelligent bots is well organized, clearly indexed and vast. Start by laying out the top 10 customer inquiries, in addition to all of the possible or necessary responses based on geographic location, policy type and other applicable factors. The ultimate goal is to combine the efficiency of technology with the warmth and understanding of human interaction.

While these insights will help insurance companies focus on policyholders, leaders must always analyze the impact on both employees and processes, as well as on the overall customer experience. Insurance professionals must adapt to new technologies and processes continually, so ensuring they have the proper tools and training can equip them with the necessary skills to navigate digital platforms and deliver exceptional customer care. 

Digitalization offers unprecedented opportunities for efficiency, but it must be balanced with personalized and empathetic interactions. Evaluating processes, emphasizing personalization and leveraging data are all crucial in sustaining excellence in customer care. By investing in customer-centric strategies, insurers can build lasting relationships, foster loyalty and position themselves for continued success in the digital era.

Troy Stewart

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Troy Stewart

Troy Stewart is president and chief operating officer at Brush Claims.

Stewart started at Brush Claims 12 years ago as a field adjuster, then shifted into a quality assurance review position, where he rose to the ranks of vice president of daily claims. Appointed as COO, president and partner in 2018, Stewart was essential in the development of Brush Claims’ software suite Hubvia. He also played a large role in the evolution of the HyDAP claims handling program, which boasts a 68-hour cycle time.

In 2021, Stewart participated on behalf of Brush Claims in cohort seven of the prestigious Lloyd’s Lab by Lloyd’s of London.



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