Alan MacEwan, chief operations officer at Esure Group, explains his firm’s entry to the Customer Champion of the Year – Insurer award
1. Why did you put yourselves forward for the Customer Champion of the Year – Insurer category?
Our commitment to delivering fair and accessible outcomes for all customers sits at the heart of everything we do at Esure. Our new digital claims platform embodies this commitment, transforming the claims journey to make it simpler, clearer and more empowering for customers.
By reimagining the journey with customer insight, empathy and design innovation, we’ve empowered more customers to self-serve confidently, removed barriers to access and delivered fairer outcomes and improved customer experiences across our home and motor claims journeys.
2. What do you think makes your entry stand out and why should you win the award?
Our transformation stands out because it was built entirely around customer need.
We rebuilt the digital claims journey to be faster, more inclusive and more intuitive, designed through real customer insight, behavioural data and testing with vulnerable and neurodiverse users.
Every element, from empathetic language to improved navigation, was created to reduce friction and boost confidence.
The results speak for themselves – a 27-point rise in digital adoption, a 16-point fall in drop-offs and an 18-point uplift in Net Promoter Score. It shows how innovation grounded in genuine understanding can redefine what great customer experience looks like in insurance.
3. What would winning this award mean to you and your firm?
Winning would be a powerful recognition of our commitment to improving customer experience as a leading digital insurer.
It would celebrate the collaboration, creativity and care that brought our transformed digital claims experience to life and the measurable impact it’s had for customers.
Most importantly, it would reaffirm that designing with empathy and listening to customers at every step drives real progress. For Esure, this recognition would mark another step forward in our mission to be a leading digital insurer and set a new benchmark for simplicity, fairness and customer care in our industry.
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