To explore the current role of customer service in the field, Claims' Christina Bramlet recently spoke with Donna Warren, president of Professional Claim Adjusters and recipient of the Tennessee Claims Association's distinguished service award. Warren shared valuable insights about the all-too-common disconnect between adjusters and policyholders and what should be done about it.
During your more than 30 years of industry service, how have you seen the role of customer service evolve?
We now have a different type of customer and a different type of claim representative. There are many customer issues and demands that cannot always be satisfied. However, if the customer deals with an adjuster that has not only listened to their concerns empathetically but also has explained the claim process sufficiently, then the customer will be happier overall at the end of the process.
I do feel that there has been a certain degree of depersonalization that has occurred — technology may be an underlying factor — and a clever ad slogan is not going to remedy that. The new customer feels entitled to everything, while the new claim adjuster feels entitled to always be treated nicely by the customer. Both need to reconcile these unrealistic expectations, which may involve a little extra effort on the part of the claim representative to be more personable and understanding.
How do you view the role of customer service today?
Companies are now placing more emphasis on customer service. I believe the answer is finding an effective way to partner solid customer service with solid technology. I continue to firmly believe that belonging to professional organizations will help nurture and create better claim representatives. These organizations generally have professional speakers to articulate claim subject matter that would help them with their jobs. Continuing claim education should definitely play a role in their development. Meeting with other professionals in the field will also give them a broader view of how others deal with customer service situations. In addition, these experiences will help professionals develop or enhance interpersonal skills.
What are the most notable or common impediments to meeting policyholders' needs?
Because today's customer is savvier about what they want and has higher expectations, it may be more difficult to meet their needs. Companies feel that communication between the representative and the policyholder is one of the first ways to meet their expectations. However, if they never meet face to face or speak on the phone, the first requirement has not been met. If policyholders feel that they have the attention of the decision maker on their claims, then things can naturally go more smoothly in the claim process.
Often, the claim representative has a heavy workload and many other duties to meet the requirements of the company. As a result, taking time to listen and then explain the entire process to the customer may seem implausible, given time constraints. But one must realize that it is often the simple acts that provide the greatest satisfaction to the customer. This might entail listening intently to everything the policyholder wants to say about the accident or property loss.
To what do you attribute your success?
My success, both as an employee of an insurance company and in my own business, is working hard every day and doing the best that I can. I have been blessed with a lot of energy and determination to overcome obstacles. If customers are hostile or don't like the tone of my voice, then I perceive that and reiterate that I will do everything possible to improve their claim experience.
The willingness to accept and embrace challenges also has served me well. I love continuing to learn, which is the reason why in 1979, I began pursuing the SCLA designation. Most claim adjusters refused to accomplish continuing education, but I wanted to learn claim law. There were few that had their SCLA at the time. Although it took many hours of my "off" time and much effort, I completed the courses.
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