Claims Touchpoint Design

Claims communication is one of those areas where the instinct to do more is often counterproductive.

Claimants do not want frequent updates -- they want confident, accurate updates at the moments that matter: when their claim is acknowledged, when a decision is made, and when payment is issued. Filling the space between those moments with automated status messages that contain no new information does not reassure claimants; it trains them to ignore your communications.

The claims directors who have redesigned their communication cadence around what claimants actually need -- rather than what the system can automatically send -- consistently report better satisfaction scores with fewer total touchpoints.

Less, done deliberately, beats more, done reflexively. That principle applies in claims as much as it applies in any other part of the customer relationship.