Ultimately a claim resolved painlessly is a customer retained for life. Ultimately a claim resolved painlessly is a customer retained for life. (Photo: iStock)

Insurance claims is a stressful process. Members don't remember what plan they purchased and can't recall their deductibles. They are coming in at a vulnerable and stressful moment — something has gone wrong, like an automobile accident or a serious medical issue, and they are hoping that their insurance company can help. Insurance companies, meanwhile, are burnt by too many fraudulent claims and their first reaction is often a mixture of caution and suspicion. One mistake can affect their bottom line. No wonder empathy gets relegated to the "nice-to-have" list.

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