Customer Experience, Claims Automation

The Importance of Connection in Claims: Part Three

Tracy Borreson

Tracy Borreson,
July 14, 2020

Claimants feel a variety of emotions. They may be stressed, dealing with something that was totally out of their control (as in a catastrophic event). They may be feeling guilty, dealing with damage to their car because they hit someone else. They may be feeling nervous, dealing with a new insurance company for a Worker's Compensation claim, and feeling unsure when they'll get back to work. 

No matter the reason why someone is dealing with a claim, they are all experiencing emotions that would generally be interpreted as "negative". Insurance companies do a great job focusing on "optimizing" their claims process, but equally important is a focus on managing these emotions as part of it.

Check out the final installment of our 3-Part Series on how to create real connections with your claimants.

PART THREE: Using what you know...to help...AND empathize

In Part 1 of this series, we discussed using the information you have about your policyholders for good.

In Part 2, we discussed the importance of using that information to help claimants get back to their status quo as quickly as possible. 

But here's why we can't just stop at that. 

First first two pieces are actually quite simple. Collect and use data. Help claimants move through the process as quickly as possible. But the rush to automate these two things will not end up in policyholder trust unless your messaging throughout the process is empathetic. 

With each touch point, we have the ability to build more trust with our customers. And although we know they value expediency, we also know that treating them like a robot is not the way to a lasting relationship.

Communicating with Empathy

There are a few important things to remember while we're using our policyholder data to move them through a process as seamlessly as possible:

  1. The inappropriate use of data breaks trust (not empathetic)
  2. Moving someone through a process when they need to feel heard is not empathetic
  3. Failing to remember that you are dealing with a person with feelings is folly

It really is a three part puzzle. Getting (and using) the right data. Helping them move as quickly as possible. All while remembering that those emotions in the intro are real. 

Ever have a time where you were being emotional and someone told you just to relax? Yeah, it doesn't go over well. Ignoring your customers emotions doesn't go over well either. 

So make sure, with each automated communication, and with each human-supported process, that your messaging and training includes a focus on empathy. Put it all together, and that's where you get a true connection. 

Communication experts, like the team at SPLICE Software, are here to help. We help you profile the information you have and your current claims journey, and create voice solutions for you (within your budget) that maintain a level of empathy that just can't be matched with text or email communications. 

To get started, Schedule a Consultation.

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About the Author

Tracy Borreson

Tracy Borreson

Tracy has been a member of the SPLICE Team since 2012, with roles in both Client Success and Marketing. As VP of Marketing, she leads the team's demand generation, branding, and communications efforts. Tracy holds a Bachelor of Commerce in Marketing from the University of Alberta and a Relationship Selling designation from Dale Carnegie. Prior to SPLICE, Tracy perfected her marketing expertise through senior level Project Management and Marketing positions at Kirk Marketing, Honeycomb Direct Mail, The Brick and CFCW. Her contributions also extend to the community, including past roles as Vice President of Marketing at the Credit Institute of Canada, Calgary Chapter. She is also a proud mother of a rambunctious, red-headed little boy.

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