Adjuster attitude is the largest contributor to claims satisfaction
In a newly released study, Hi Marley explores four keys that can make the difference between your agency receiving a 1- or 5-star claims review.
When it comes to online reviews, it’s all about the stars. Often, while shopping for carriers, customers will seek out these reviews to see how satisfied other customers have been with that company’s claims process. In a new survey, Hi Marley explores what it takes to ensure potential customers are seeing five stars when they search your agency.
For this study, Hi Marley analyzed data from nearly 25,000 customer claims satisfaction surveys. These surveys included 5% negative and 95% positive reviews.
They found that the factors that most significantly affect customer satisfaction fall into four categories: Timeliness of service and resolution, adjuster attitude and approach, process effectiveness and communication.
Adjuster attitude and approach was the most frequently mentioned (46%) primary reason for five-star ratings, and the second-most mentioned reason (23%) for one-star ratings. According to the survey report, these factors make it the largest contributor to customer satisfaction.
“The insurance industry needs to catch up in terms of offering the same type of virtual experiences that many other industries already provide,” Bill Brower, vice president, head of U.S. auto claims strategy at LexisNexis Risk Solutions, is quoted in the report. “At the same time, insurance customers want to be assured there is a human at the end of the line when they need one. Carriers who can digitally transform to meet both of these objectives will continue to lead in the market, driving greater profitability and more satisfied customers.”
When it comes specifically to one-star reviews, communication was the factor mentioned most frequently (34%) when customers recounted their negative experiences, with many complaining the communication between them and their carrier or adjuster was ineffective or sub-optimal.
Hi Marley’s report also references the 2021 Future of Claims Study from LexisNexus, which said 82% of customers feel it is important to be able to speak to a live person if necessary, despite the fact that many carriers also offer digital options along the claims process.
“Most people don’t have claims. They don’t expect to have claims they don’t know what to expect when they have a claim. So you need to have that human touch,” Irene Bianchi, CEO and President of Peel Mutual, said in the report. “Artificial intelligence is great when there are no issues, but when you have something that’s bespoke when you have a problem, you need to have that human factor, the empathy and the trust really to make sure that everything resolves for the customer.”
You can download Hi Marley’s whitepaper, “What Drives 1-Star and 5-Star Customer Satisfaction Scores in Claims” here.