Hyper-personalization is key to building claimant trust

Fifty-seven percent of executives surveyed said having a quick, easy and seamless process was critically important to building customer loyalty and trust throughout the claims process. (Credit: THANANIT/Adobe Stock)

Hyper-personalization across forms, channel orchestration and AI will double over the next two years, says a study from Salesforce and Smart Communications. The study is based on a survey from Insurance Innovators of 150 senior insurance executives across the U.S. and U.K. Ninety-five percent of those executives said they believe the claims process is where insurers have the greatest opportunity to build — or lose — customer trust.

“The COVID-19 pandemic has completely changed the way the insurance industry operates, particularly when it comes to the claims experience,” James Brown, CEO, Smart Communications, said in a release. “From technology use to personalization, the claims experience is in the midst of one of the most disruptive periods it has ever experienced. This research aims to shine a light on the biggest factors shaping the claims experience today, the impact of customer conversations on overall CX and what insurers need to keep in mind as they look to build long-lasting trust with their customers.”