Personal touch proving critical as brokers strive for smooth process when dealing with complex claims

Allianz research shows brokers spend an inordinate amount of time on simple / non-complex claims

Brokers want better communication and more of a personal touch from insurers when dealing with complex claims, as that is where insurer value can shine through.

An Allianz survey found that over two thirds of “claims-handling” brokers said they spend at least three quarters of their time dealing with simple and straightforward claims, as opposed to complex or high value (over £100,000).

The Allianz Broker Voice Survey asked which aspects of the claims process had the largest impact on brokers’ work and the service they provide to customers.

For respondents, the overall smoothness of the claims journey was the most important factor, especially for simple claims. Further feedback was that they would appreciate more regular communication from insurers’ claims handlers, and even more so over the phone or face to face or through chat mechanisms, rather than through emails.

Additionally, the brokers surveyed welcome insurers being flexible and providing access to experts when required.

Nick Hobbs, chief distribution and regions officer at Allianz Commercial, said: “Brokers are constantly looking at where they can add value to the insurance process for the customer, and complicated or particularly large claims are instances where they really prove their mettle.

“Brokers want to be able to connect to insurers directly when it comes to claims. The industry, as a whole, has to focus on communication throughout the claims process by offering more contact, with regular updates on timelines and progress.”

Allianz has sought to ensure maximum human contact through its Large Loss proposition. Its enhanced offering for large Commercial Property claims involves assigning a single specialist handler to manage the claim from start to finish, creating a project team of experts around the customer, and conducting face-to-face site visits where it adds value. This personalised approach has been well-received by brokers and policyholders.

Graham Stait, head of claims operations at Allianz Commercial, added: “Since launching the Claims Hub in 2020, allowing brokers to notify and track motor claims, Allianz has added a Live Chat functionality, enabling real-time conversations with specialist claims experts across all lines of business.

“Digital channels can provide near immediate and self-service solutions for straightforward requests, but for more involved claims, we need to remove friction and delay, providing access to empowered decision makers.

“This reflects the need to be able to respond to the questions the customer will be asking. ‘When will my claim be sorted? What stage is my claim at now?’ We must be transparent with that information and make sure brokers have easy access to it.”

Developing these self-serve channels is allowing Allianz to shift its focus to a proactive communication model, enabling more meaningful conversations with customers. Claims-handling teams favour a phone-first strategy, and the enhanced large loss proposition has introduced sending claims specialists to meet face-to-face with brokers and customers where it adds value. This strategy is aimed at delivering a more personalised approach to claims service.