The future of claims blends human and digital
A survey from Nationwide revealed customers desire a blend between personal interaction and technology when it comes to handling insurance claims.
According to a recent Nationwide Agency Forward survey, while customers are becoming more comfortable with digital claims tools, most still rate being able to communicate with an actual agent high on their list of priorities.
“When we are putting the customer and service representative together in a digital world, it is still crucial that the customer feels supported by being able to reach a person if they need it,” Martha Frye, Nationwide’s senior vice president of personal lines claims, said in a press release about the survey. “Claims are usually filed after something bad has happened, so we’re trying to strike the balance of helping with personal expertise, along with digital solutions to keep them informed and speed it along—both are really important.”
Nationwide’s survey found that 82% of customers are satisfied with the claims process. Among those who weren’t satisfied, 25% said the claims process was too slow, 22% said the process was difficult and 22% said there was too much paperwork involved.
These particular parts of the claims process have been streamlined by many digital services. According to the survey, 75% of customers are interested in a website or app where they can track claim progress; 68% would like ongoing text or email updates about their claim; and 67% are interested in using a website or app to submit photos or videos to begin their claim.
Nationwide says in the report that they have had success implementing communication that blends human interaction with technology; namely, two-way texting with customers.
“Nationwide was the first to add two-way texting, that dramatically increased utilization and interactions, which was more effective than just pushing information at people. Nationwide saw an increase in two-way texting in 2021. Customers reached out to us via text 229,000 times, this was a 183% increase from the previous year,” explained Frye in the release. “Agents told us that mobile texting is facilitating faster scheduling because it cuts down on voicemail exchanges.”
When it comes to customers’ main priorities when it comes to claims, 74% said having a claim handled quickly is important to them, and 58% said it is essential they are able to speak to an agent or claims representative on the phone.
“More than ever, consumers want to decide how they will interact with their carrier based on their need. While digital tools can make certain parts of the insurance experience easier, customers will remain reliant on their agent in moments of need,” Frye concluded in the release.
For a visualization of the results from the Nationwide Agency Forward, check out the infographic above. You can also read more about their survey results here.