Balancing Innovation with Human Interaction: Claims Process Efficiency Through Synergy

In the wake of the Covid-19 pandemic, organizations accelerated digital transformation efforts to remain functioning—which included those within the insurance industry. Overnight, insurers worldwide adopted new working models and tools to enable agents to cater to their customers remotely. While social distancing guidelines and lockdowns have subsided, consumers’ digital dependency has not. That is why insurance carriers continue to embrace digital processes—especially with the claims process—and why IT leaders believe spending on insurance technology will grow by more than 25% by 2026, according to Insider Intelligence. 

Many field-based claims settlement processes, like damage evaluations, have been digitally enhanced to reduce the amount of time wasted traveling from one site to another, which allowsadjusters to serve more customers. However, historically, the case-by-case abnormalities and the detail-laden complexities of field-based claims processes have prevented quick, bolt-on solutions and led many insurance providers to garner a less than glowing reputation in the field of customer experience. So, while innovative solutions create new and convenient avenues for customers to interact with insurers, does further detachment from clients through digital technology create greater potential for customer frustrations?  

A Gartner Covid-19 Customer Experience survey found that even amidst a pandemic, customers primarily opted for a combination of human and technology support, followed by only human support and, lastly, only technology support. While digital tools and experiences will mature, these findings showcase the importance of balancing innovation with human interaction to maintain or improve the customer experience. 

Here are three ways insurers can synergize innovation and human interaction to enhance claims process efficiency and customer support while preserving a human touch:

Maintain a Human Presence During Virtual Inspections

Thanks to digital claims apps, homeowners are no longer left waiting for field adjusters to inspect their homes for damages in person. Newapps allowhomeowners to simply upload pictures and videos for near real-time evaluation. Digitalized, virtual home inspections not only save insurance providers time and resources but also offer customers added convenience of not having to coordinate schedules with an adjuster.Claim operations can dramatically improve settlement timelines by integrating customer-provided data, estimating platforms and core claim systems to create a seamless experience for the customer and adjuster alike.

However,with42% of insurance customers listing little or no communication as a top challenge when interacting with insurers, it is critical to maintain a human connection during virtual inspection processes. The homeowner claim process is complex and most customers are experiencing it for the first time.Carriers need to create a human connection by way of frequent and value--added communication to their customers. 

 Communication channels like video chat, SMS and voice communication all play a role in creating and sustaining a connection through the entire claims process.  The goal for insurers will be to maintain a level of personalized customer support while reaping the benefits of digital process efficiency. 

Create More Time for Customers by Leveraging Robotic Process Automation (RPA)

RPA will continue to permeate more and more insurance processes over the next decade. The ability to eliminate tedious, time-consuming, and error-prone manual processes, like data entrymakes RPA a valuable tool for insurance organizations worldwide. As escalating amounts of data become available, insurers can utilize RPA to validate simple customer claims. Once details are confirmed, coverage can be determined and estimated with RPA, enabling claims to be settled in seconds.

The advanced capability of RPA saves insurance agents time, which should be recycled back into the customer experience. According to Forrester, 60% of executives say RPA enables employees to focus on more strategic aspects of their positions. Insurers must ensure their agents are leveraging the time gained to perform customer-facing tasks like reaching out directly and engaging with customers—to help maintain the human touch in the face of increased digitalization

Help Customers Utilize Innovated Tools like Augmented Reality Measurements

While most digital claims process has been implemented to support the needs of insurers and their agents, it’s important to let customers know you have made investments to improve the claims process for them as well. The implementation of tools, like augmented reality measurement tools, saves customers time and hassle during the evaluation process. No longer must homeowners walk toe over heel as if they are testing their balance to measure the dimensions of their living room. Augmented reality measurement tools enable customers to generate accurate, full-scale measurable views of damages and the surrounding environment using a cell phone. Today, an increasing number of smartphones come equipped with Light Detection and Ranging (LiDAR), allowing homeowners to take photos and use apps, like PLNAR, that convert data into a 3D rendering of the photographed room and its contents.  

New opportunities for digital innovation in insurance processes are coming to light daily. Soon, we will be able to take leverage AI, RPA, weather data, satellite and drone footage, and customer-provided photos to settle claims.As the insurance industry continues to implement advanced technology, it is critical to maintain the human touch that many customers still desire. By balancing innovation with human interaction, insurance carriers can enhance the efficiency of the claims process while nurturing and improving their customer relationships and overall experiences with their organization.