2. Be cognizant of insured demographics
Most carriers' policyholder base spans a wide range of age demographics. When designing a claims customer experience, it is important to recognize that one size does not fit all. In many customer surveys, for example, respondents in the 18-25 age range show a dramatically different opinion on many of the questions than the 55+ age group. It is also imperative to acknowledge and understand that younger policyholders will be much more tech- savvy and likely to post experiences via social media and other channels.
The emergence of digital technology requires a totally different approach for claims. For those involving personal property, age demographics can impact how one should approach valuation and even possible fulfillment options. Sourcing and pricing items online may indeed create a positive experience for the younger insured, while using local “brick and mortar" sources may be the better approach for older policyholders. Additionally, younger insureds may appreciate the convenience of direct fulfillment programs, while there may be other customers who wish to have the option of replacing items themselves.
Again, the claims experience should adopt flexible approach driven by customer needs, preferences, and expectations.