Lose The Hammer

Claims adjusters are stuck between a rock and a hard place. Bosses pressure them to close filesone way or anotheras quickly and cheaply as possible. Policyholdersalways impatient, rarely up-to-speed about the claims process, and sometimes very angrywant their money now, and the paperwork be damned. But with the proper training, this doesnt have to be a thankless job. Carl Van–master trainer and claims guru–has been teaching this for years, but I often wonder whether enough people in this cynical, battle-hardened industry are listening.

While adjusters are usually well-trained when it comes to contract language and standard operating procedures, where they are most likely to come up a little short is on the soft skillsdealing with people as human beings, rather than as nails sticking out, waiting to be hammered into place.

Ive never been a claims adjuster, but Ive sat through enough seminars given by Carl Van to appreciate what goes into the job, and how potentially explosive situations can be diffused.

Carlpresident and CEO of the International Insurance Institutehas been working his magic for years as part of NUs National Trends program at the annual Workers Compensation Educational Conference in Orlando. His expertise covers a wide range of skills, but his WCEC sessions focus on how claims reps can deal effectively (yet compassionately) with recalcitrant folks over the phone.

Hes a master of communication jujitsu, showing how to firmly but delicately turn confrontation into cooperation.

Carl has a good book outThe 8 Characteristics Of The Awesome Adjusterbut I love to see him work live. He is a performance artistalways on the move as he speaks, actively engaging adjusters set in their ways in exercises to bring hypothetical scenarios to life.

He even rewards those who role-play or answer his challenges with prizes ranging from candy to bottles of winea very effective way to generate enthusiasm and audience participation that Ive shamelessly copied as part of the game show we run at the WCEC, Name That Emerging Exposure.

But the key to his success remains his messagethe heart of which is that those who call with injuries or property losses are not merely claimants. They are customersthose we all serve to earn our livingas well as real people, just like us, in a difficult situation.

How claims reps treat people when they try to get medical bills paid, or damages to homes, cars and businesses repaired will go a long way toward polishing the industrys tarnished reputation.

Carls background isnt just academic. Hes been on both sides of the fenceas a claims rep and manager himself, as well as a vulnerable claimant after his Louisiana home was damaged by Hurricane Katrina.

Unfortunately, he recalled, his insurer treated him more like a burden than a valued customer. Adjusters kept missing appointments, and when he called to complain, he was told he didnt appreciate what the insurer was going through after Katrina!

Did the rep really think someone whose home was damaged in a hurricane was going to feel sorry for his insurance company? It would have been far better, he noted, to simply acknowledge the disservice and make sure an adjuster got out there ASAP.

In a blurb for his book jacket, I wrote that Carl is a coach and therapist combined, and all claims people will benefit from his first, do no harm philosophy. Will the industry get the message and start teaching claims people the spirit as well as the letter of the industrys missionto make people whole again?

Let me put it this wayI dont think Carl will be hard put looking for work anytime soon.