Sponsored content: Liz Latter, chief executive at Qlaims, discusses the need for viewing claims in a caring, human context
Over the past few years, the insurance industry has invested heavily in technology designed to transform the claims experience. Artificial intelligence (AI), fraud detection, automation and digital workflows promise faster decisions, improved communication and greater efficiency throughout the claims journey.
These developments are important. Customers rightly expect a claims process that is responsive, transparent and easy to navigate.
Yet while technology continues to evolve, I believe there is a danger in viewing claims solely through the lens of efficiency.
For many customers, a claim is the most significant interaction they will ever have with their insurer. Policies may be purchased, renewed and serviced online with very little direct engagement.
A complex loss is different. It is often a stressful and uncertain experience that can have a genuine financial and operational impact on an individual or business.
Insurance is ultimately a promise. Most of the time that promise remains untested. A claim is the moment when policyholders discover whether the experience matches the expectation created at the point of sale.
For commercial customers, where losses can affect cash flow, operations and business continuity, that moment carries particular significance. The quality of support provided during a claim can shape perceptions of insurers, brokers and the wider insurance process long after the claim itself has been settled.
In commercial insurance, claims are rarely just about financial recovery. Businesses need to restore operations, protect customer relationships and minimise disruption.
The claims experience, therefore, has an impact that extends far beyond settlement values alone.
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That is why claims remain one of the defining moments in the insurance relationship.
The industry has rightly focused significant attention on improving claims journeys in recent years.
Advances in digital technology and artificial intelligence undoubtedly have a role to play in helping insurers improve efficiency, protect against fraud, and provide consistency throughout the process.
However, the claims experience is about more than just these KPIs.
Customers want to understand what is happening, what comes next and what support is available to them. They want confidence that their claim is being handled fairly, transparently and with an appreciation of the challenges they may be facing as a result of the loss.
This is particularly true within commercial insurance.
Claims are often the moment when relationships are tested across the value chain. Policyholders want confidence and clarity. Brokers want to know their clients are being looked after. Insurers want to deliver fair outcomes while maintaining trust and managing costs effectively.
When those objectives align, the claims experience can strengthen relationships for everyone involved.
When they do not, it can quickly undermine confidence that may have taken years to build. Faster processes are valuable but clear communication, transparency, empathy and expert guidance remain central to how customers assess the quality of the support they receive.
Technology will undoubtedly continue to reshape claims handling in the years ahead. However, the insurers, brokers and claims professionals that stand out will be those that recognise a simple truth – claims are not merely operational events. They are relationship moments and the human touch matters.
The opportunity for insurers, brokers and claims professionals therefore extends beyond efficiency.
It lies in recognising that claims experiences have become one of the most powerful drivers of trust in the insurance value chain – the claims experience may be one of the last true competitive advantages available.
Price may win the customer, but claims experience wins the relationship.
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