As insurance technology continues to mature, insurers are embracing digital transformation to automate and streamline claims processing. It offers notable advantages in the form of higher efficiency, improved customer experience, greater profitability, and increased scalability.

However, one of the leading criticisms of automating insurance claims processing is that despite such benefits, it takes away the human-to-human connection. Such a loss becomes even more apparent in a customer-facing business operation such as claims handling.

That being said, all is not lost. Insurers can still preserve a human touch while automating claims.

Wondering how?

Let’s take a look:

Why Should Insurers Care About Maintaining a Human Touch During Claims Processing?

Around 82% of consumers want businesses to retain a human touch. This figure indicates a customer-led demand that is shaping how businesses interact with their patrons. Such a trend also seeps into the insurance sector, especially when it comes to managing and processing claims. Here’s a look at why insurance companies should aim to retain a human flavor while handling claims:

  • Carrying a human element while processing claims lays the groundwork for a richer customer experience. This comes at a time when policyholders are already distressed and even the smallest degree of empathy and emotional support can go a long way in alleviating their pain points. Understanding their requirements and following a problem-solving mindset to benefit their interests would naturally improve their experience.
  • A pleasant customer experience during claims processing also fosters an environment of trust and credibility. Building an emotional bond at a pivotal time as when one raises a claim will induce a favorable perception as the policyholder feels that the agent is working in their best interests. Such customer relationships boost retention, cultivate loyalty, and even trigger word-of-mouth marketing.
  • When the policyholder feels that they are being heard, valued, understood, and respected, they are less likely to file complaints/litigations or leave behind a negative review of your insurance business. As a result, it will help your business transform into a reputable brand.

Tips for Preserving a Human Touch During Insurance Claims Automation

Here’s an overview of how insurers can maintain the human touch while automating end-to-end insurance claims processing:

#1: Personalized Interactions

One of the best ways to preserve the human touch during insurance claims automation is to personalize interactions. Conveying the right message on the right platform at the right time enables insurers to optimize the customer experience. Personalizing the conversations entails addressing the customer by their name and using a tone that matches their personality. To do so, insurers must have a good understanding of the backgrounds of the customers.

For instance, rather than starting an email with a generic “Dear Valued Customer,” you can tailor the email to include the customer’s name along with the particulars of their claim. Not only are personalized emails more effective, but they also help customers feel acknowledged and understood.

You can integrate your CRM or customer relationship management system with claims management software to automate tailored communications. CRM platforms can easily record and track customer information and their interaction history and use the data to personalize communications.

#2: Offer Timely Updates

Customers who are kept in the loop throughout the claims process enjoy a better claims experience. It reassures them that not only is their claims process moving, but also that they are being heard and taken seriously. By keeping customers informed via timely updates regarding the status of their claims, you can demonstrate your commitment to them. After all, showing that you treat their claims as a priority by sharing timely updates would carry more weight than empty words stating that they are a valued customer!

While businesses preserve the human touch with personalized messaging, claims management systems can take care of the automation of insurance claims. It will notify the policyholder through emails, SMS, or even pre-recorded calls on the status of their claims request. For example, the insurer can set up a trigger campaign that sends an SMS immediately upon receiving any FNOL. Subsequently, the insurer may send emails to capture any missing information or documents. Finally, the policyholder will receive text updates of when their claim is reviewed and the settlement made.

#3: Training Claims Processing Agents

Let us not forget the human element of insurance claim automation. While insurers can implement tools, technologies, and platforms for end-to-end claims processing, there will still be certain human touchpoints that will be the torchbearers of emotional quotient, empathy, and understanding. Insurance companies will have to focus on training these agents in a manner so that their voice, tonality, and manner of interactions would be on-brand as was done in the case of processes flowing through automated insurance claims systems. It will ensure the seamlessness and uniformity of the customer experience. At the same time, any success stories from these human-to-human exchanges while processing claims can be instrumental in training automation systems.

Closing Thoughts

In summary, insurers should not hesitate when it comes to adopting automation to enhance claims processing. After all, the benefits are far too attractive to argue otherwise! While doing so, if losing the human element is a cause of concern for insurance businesses that wish to forge long-term customer relationships, the insights shared above can offer a push in the right direction.

The combination of automation and personalized attention resting on the foundations of empathy will play a significant role in converting prospects into advocates for your insurance business!