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24 April 2020 /
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How human is the digital claim

If the moment of an accident is the most delicate part of the relationship with the customer, why do you think of digitising it? To put the relationship between the insured and insurer even more at the centre.

It seems to speak of marriage, and in a sense, the trusted relationship created between the intermediary and the insured is characteristic of an important to human connection. It has its ritual moments, as in all important relationships. We believe the two fundamental points are:

  • the stipulation of the policy
  • the moment of the accident

The digital claim deals with bring the claiming process to the digital era, without resorting to paper.

We know what happens during the event of damage. The customer contacts the insurer (usually by phone) with a specific need: to have an informed presence by there side, a guide that suggests what to do and how to report an accident when one occurred.

If at the end of the process, the customer is satisfied, the bond with the consultant becomes stronger. If the experience has been unsatisfactory, divorce often takes place, to continue with the marriage metaphor.

In colder terms, the moment of the accident increases or decreases the customer satisfaction of the insurance service.

Uniformity. The keyword for keeping promises of compensation.
And, through digital, the intermediary can carry it out.

Digitalisation makes it possible to standardise the reporting process for many types of damage. Today the only standard recognised as such is that of the Accident statement form, the friendly assessment form.

Thanks to digital, all claims are put into the system. The insured is equipped with a dedicated app, downloaded directly to the smartphone (remember that according to the latest statistics, 79% of British between 18 and 65 years of old own a smartphone *). In the event of an accident, the app guides you in completing the report by entering all the data, useful documents and photographs for an in-depth description of the claim.

Precisely what the intermediary needs to help the policyholder.

Insured (left) and Intermediary (right). Communicate through the app.

Complete and detailed documentation is more likely to lead to quicker compensation.

From the intermediaries point of view: the real-time transposition of a complete and detailed report enables them to formulate the request to the Company adequately with the virtuous consequence of fully supporting the insured in obtaining the right compensation.

N.B.:

  • collection of information,
  • as and when an accident occurs,
  • with one message,
  • in real-time,
  • automatically archived.

If one splits the various stages of the process into a list, it is clear why what is challenging to replicate in a traditional process becomes simple through the digital platform.

Conclusion:

The digital claim has not been created to disintermediate the insurance professional but to allow them the best operation position. The one that enables them to give their insured the right compensation at the right time and thus to strengthen trust in their relationship.

Sources:
On the penetration of digital in Italy (in Italian): https://bit.ly/3avdSe2
A look at the future of the claim: https://mck.co/2VTR562

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