16 secrets to successful claim client calls

You're enjoying a calm morning in the claims department until your phone rings. On the line is an irate commercial account wanting you to visit next week to discuss complaints about the unit's adjusting service. Or, an insurance broker requests that you visit a policyholder to review reserves and discuss claim-handling procedures. Alternatively, your marketing rep asks you to join her to visit an account that is up for renewal to tout the advantages of staying with your company due to its claim-handling capabilities.

No matter the context, making client calls is a challenge for claims professionals. Such encounters induce anxiety and dread. Instead of angst, though, claims professionals can feel prepared by having a protocol for such meetings and commanding the agenda. Here is the claims professional's “playbook” for planning and executing a successful claim-oriented client call:

1. Lay the groundwork.

Confirm the meeting date and time in advance. Clients are busy. Email a few days before the visit, confirming the date and time. Tell the client you look forward to visiting.

2. Get driving directions.

Map these out in advance and/or make sure that you have a functioning GPS. Build in commute time to the client's office. Factor in sign-in time at the front desk, finding the right building, etc.

3. Involve the broker.

They are protective about client relationships. They bristle at anything they view as going around them. As intermediaries, they expect to be the liaison between the insurer and policyholder. Before scheduling a client meeting, contact the broker and let him or her know of your desire to meet. Ask if the broker wants to help schedule or participate.

Often, a meeting request comes from the client or from the broker, perhaps due to claim problems or concerns. The point: pay the broker the courtesy and avoid ruffled feathers.

4. Send an advance draft agenda.

Know your aims for the meeting. What exactly do you want to accomplish? Discuss reserves? Review open claims? Address client servicing issues or complaints? Evaluate defense counsel who represent policyholders? Discuss contentious coverage situations? Strengthen the client relationship? These are just examples. Share with the client an advance draft agenda, inviting them to add further topics they want covered.

5. Do your homework!

Before meeting with the client and leaving for the trip, observe these fundamentals:

• Read/review the underwriting file.

• Speak with the account underwriter.

• Google-search the company and read its recent news.

• Google-search and/or do a LinkedIn scan on the person(s) with whom you will be meeting. This can offer insights about interests, hobbies, background, education and the like, which can all be relationship points for icebreakers and “small talk.”

• Read/review open claims.

• Chat with others inside the claim unit who know the account.

• Prepare insightful questions.

• Have a “deliverable” to offer. This could be an article reprint or a promotional item from your company.

• Take extra copies of handouts.

6. Be punctual!

You get one chance to make a good impression. Don't start by being late. Factor heavy traffic into the meeting plans. Book a hotel close by to minimize delays.

Related: Bad business networking

7. Prepare for paranoia.

Let clients know there is no hidden agenda. Since adjusters rarely leave their cubicles to meet clients, expect clients to be wary as to why you are visiting. Put them at ease, letting them know that there are no hidden agendas and that this is part of the service outreach to learn more about the company, review claim procedures, answer questions about files and to do a better job.

8. Look professional.

Appearances count. Wear your best business clothes. Pay attention to grooming. You are an ambassador for your company. When in doubt, dress up, not down. The client may dress in business casual but, unless he or she insists you do likewise, business attire projects professionalism.

9. Don't overstay your welcome.

Manage your time and honor your time commitment. Notice nonverbal cues from the client if he or she extends the discussion. Be flexible, but do not waste the client's time.

10. Don't argue!

Claim issues can inspire heated discussions and differences of opinion. Don't become emotionally invested in your, your department's or your company's claims-handling.

11. Be flexible and not chained to your agenda.

Plans can and should be adjusted if the client veers toward topics not on the agenda. The client's needs are what matter, not a prefab agenda. That said, before the meeting, capture any “hot button” issues the clients may raise and encourage them to list them in advance.

12. Don't fret about your return flight or next appointment.

Build some extra time into your schedule so you are not in a hurry to end the meeting simply to catch a flight or make the next appointment.

13. Leave the meeting with action items or follow-ups.

Wrap up by mentioning follow-through items you will accomplish after returning to the office. This could be to tweak claim procedures for a particular account, reassign a file, lower a reserve, deliver feedback to an adjuster or a defense attorney, or schedule a department meeting focused on servicing the client's claims.

14. Seek feedback on your company and its claims-handling.

Take the client's temperature as to whether or not it is a satisfied customer, or what needs to be done to improve claim service.

Related: Simplify your message to connect with clients

15. Follow-through!

Whether or not the meeting is successful often depends not just on the in-meeting time, but the follow-through. After a claim service visit, execute on the promises made in the topics discussed. This could include:

• Following through on commitments made.

• Sharing feedback, however unpleasant, with peers, claims staff or higher-ups.

• Updating claim and contact information.

• Delivering client feedback to attorneys or adjusters.

• Readjusting case strategy.

• Sending a recap letter and “thank-you” to the client and broker!

• Drafting a “trip visit” report to keep in a central location accessible to all staff.

16. Leave a good impression!

When visiting the client, you are an ambassador for your company. You can help or hurt the odds that the account remains a satisfied client or shops around at renewal time for a cheaper quote. Ideally, you want to leave the meeting with the client thinking, “Sure, I could get a lower premium and a cheaper quote elsewhere, but the attentiveness and service from this company's claims staff is worth the price difference!”

So much business is now conducted through email, texts, phone calls and voicemail. Those tools maximize efficiency but are impersonal, degrading the opportunity to forge positive long-term relationships. Claims professionals skilled at client calls set themselves apart and create rich opportunities for customer retention and stronger brand equity for their company. They can serve as powerful marketers, help retain customers, boost brand equity and help win new business. Use them well.

Kevin Quinley CPCU, AIC, is the principal of Quinley Risk Associates LLC. For more information, visit www.kevinquinley.com, follow him on Twitter @ClaimsCoach or reach him at kevin@kevinquinley.com.