DLG meets ‘digital savvy’ customer demand with accelerated self-serve model in response to Covid-19

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The insurer’s managing director of claims explains how the Covid-19 pandemic has changed customer behaviour and expectations, making digital communications more ‘prominent’

Insurance customers have thrown caution to the wind and become much more “digital savvy” in the wake of the coronavirus pandemic, looking to log both complex and straightforward claims online – Direct Line Group’s managing director for claims Jessie Burrows says the insurer has responded by accelerating its programme of self-serve models in order to meet customer demand.

Prior to the Covid-19 pandemic taking hold, DLG had plans to deliver numerous self-serve programmes across its personal line products, to enable customers to register home, travel and motor claims online – although this work was originally scheduled for June, the firm fast-tracked the project to launch its self-serve capability in early April instead, responding to how Covid-19 had changed customers’ lifestyles and their communication preferences. Burrows adds that the pandemic has “forced everyone to be a bit more digital”.

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