ILC ARTICLE

Tech enabled and the policyholder 


New technology is changing the face of claims, but is it making the experience better for the customer? 

That was the question posed by Daren Rudd, Head of Business and Technology Consulting, UK Insurance, CGI, during his session, ‘Tech enabled and the policyholder,’ at ILC’s recent Home & Property Conference. 

Taking place at Silverstone Race Circuit in November, the event was headline sponsored by Claims Consortium Group; Gold Sponsors Rainbow Restorations, Catalyst, Clearspeed, LexisNexis Risk Solutions, Perfect Group, Polygon, Pulse, and Wiser Academy; and Silver Sponsors Crawford, eVolution Claims Management, Home Repair Network, ICEYE, Prime Disaster Response, Safeline Environmental and SD Claims. 

Addressing more than 400 delegates, Daren suggested that the advantages of new tech are not being fully exploited to both improve processes and the customer experience. 

Wow moments 

He explained that he recently experienced a water leak at his home, and from personal experience identified four instances – what he called ‘wow’ moments – when the journey could have been quicker and easier by better implementation of existing technology. 

He said, “A shower valve had been leaking. I noticed it just before last Christmas and it took seven months before I got my bathroom back. Every single person I dealt with was individually brilliant, but where it went wrong was in the hand-over between parties.” 

The first moment, he explained, came after he first notified his insurer. After the initial conversation with a helpful claims handler, he was then passed on to five other people, all with different emails and different phone numbers.  

Daren said, “We need to think about the technologies available to bring those different conversations together and then push it back to the customer as one single voice.” 

Communication 

The second issue he noticed during the course of the claim was that almost every single correspondence was via email. He said that apart from being an inefficient way to make a decision, with emails being missed and left unread, not all customers want to correspond via email. 

“Internally we use different communication methods but that hasn’t filtered through to the customer. I challenge you to ask the younger people in your organisation how they would communicate, because they look at it in a different way.” 

Creativity 

He also said that in some cases the industry has not been imaginative enough in the way it uses technology and has simply digitised long-standing processes. He suggested that by using tech such as video and AI more creatively, information can be shared easier with all stakeholders, decisions can be made more quickly and we can rethink the customer experience.  

He said, “We have the opportunity to challenge the way we do things. Why do we produce a digital (paper) report when actually I can send a video, using voice to describe the issue, and then use AI to extract all the relevant information? That would not only make the experience better for the customer but accelerate the claims journey and reduce costs for the insurer.” 

Customer focus 

Daren also urged delegates to focus on the customer when adopting new technology. He said that while everyone he dealt with was using new devices, none of it was aimed at making the customer’s journey better. 

“And,” he continued, “none of the technology was joined up. We can use technology to ensure we each get the information we need in the way we need it, and that the relevant information is passed on to the customer in the way that they want.” 

In conclusion, he urged insurers to not be overwhelmed by the scale of the claims journey and make small changes where possible, and to always remember who the technology should serve: “Focus on customers, because if you only think of efficiency and not experience you will lose them.” 

ILC’s Home & Property division is backed by Corporate Partners: Allied Universal, Clearway, Corelogic, DAC Beachcroft, Geobear, ICAB, Innovation Group, Sedgwick, and Verisk. 

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