Mobile Claims Handling

As insurers compete for market share, they are looking for innovative products and services that differentiate them from competitors. We know there is a direct correlation between claims service and retention, so focusing on the customer experience is one way that insurers can differentiate themselves.

Research tells us 88% of customers cite the service they received after they filed a claim as the sole reason for renewing their policies with a particular insurer. That’s a powerful metric that led to a greater focus on the customer experience. In response, Royal & SunAlliance unveiled in June 2007 a Claims Response Vehicle — a mobile claims centre that travels to communities hit by severe weather to help policyholders deal with the aftermath. The mobile unit has been introduced along with a training program to help claims teams exceed customer expectations.

The claims response vehicles are 2007 Dodge Sprint vans set up with wireless offices — including claims estimating and processing technology, a workstation, computer, Internet connectivity, onboard databases, photocopier, fax machine, printer, GPS navigation and tracking capabilities. These vehicles allow the claims adjusters to be in the clients’ communities when they are needed most; they also allow adjusters to start processing claims right away, so that policyholders can get on with their lives. Royal & SunAlliance has employed claims response vehicles in the West, Ontario and Atlantic Canada. The claims response vehicle made its first outing in Ontario in December 2007, when a severe fire destroyed a portion of Barrie’s downtown.

A positive claims experience drives customer loyalty, and customer research can measure exactly what insurers can do to maximize their impact. Survey results conducted following the introduction of the claims cruisers showed that policyholders believed their claims were handled appropriately, and that they were happy with the service they received. But what they really wanted was an empathetic claims adjuster who demonstrated that he or she really cared about the needs of the policyholder.

TRAINING EMPATHY

In many instances, policyholders had just gone through a traumatic life event, and they expected insurers to help them through it. As a result of this feedback, at least one insurer has revisited its customer service philosophy to ensure it is giving customers what they want and need. Royal & SunAlliance, for example, has introduced a program that emphasizes five key tenants of claims handling: explaining the process, showing empathy, delivering on promises, ensuring prompt and equitable settlements, and meeting and exceeding customer expectations.

By providing customers with better claims service and working to exceed their expectations, insurers are proving the value of choosing an insurance broker and company that will be there when they need us the most.