Using technology in claims. It’s important for insurers to balance technology and policyholders’ needs in a claim. (Photo: Shutterstock)

No one disputes that the claims process is changing radically and technology is allowing adjusters to significantly expedite their response to policyholders. However, with all of the improvements, carriers are acutely aware that there is a fine line between automation and maintaining personal contact with their customers.

A recent report by LexisNexis found that balancing the use of automation and empathy is the secret to customer satisfaction during the claims process. Bill Brower, vice president of claims at LexisNexis Risk Solutions, shares that when he started in claims, three or more people touched a claim and 30 years later that is still the case. However, he says technology can expedite the process while improving customer service. “Customers want to tell insurers about their claims and we have developed a prefill solution for getting information from claimants. At the first notice of loss (FNOL), carriers can now electronically confirm a claimant’s information and the ability to use prefilled data changes the focus of those conversations.”

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Patricia L. Harman

Patricia L. Harman is the editor-in-chief of Claims magazine, a contributing editor to, and chairs the annual America's Claims Event (ACE), which focuses on providing claims professionals with cutting-edge education and networking opportunities. She covers auto, property & casualty, workers' compensation, fraud, risk and cybersecurity, and is a frequent speaker at insurance industry events. Contact her at [email protected]

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