Overcoming Negative Preconceptions: Putting the Policy Holder at Ease

The public perception is that insurance carriers and adjusters treat policy holders badly – giving them as little as possible in the way of empathy, time, information, and settlement.

As a result of this damning reputation, many policy holders see claims adjusters as “the enemy” … but this is simply not true.

As adjusters, we are faced with a distinct set of challenges: how do we overcome these negative preconceptions, in order to create a better experience for all parties involved? How do we diffuse tension (and reticence to share information) as quickly as possible, by convincing the policy holder that we aren’t “against” them?

Over 20 years of experience, I have found that when putting a policy holder at ease, the first point of contact is crucial – because a first impression is a lasting impression.

So, when I receive a claim, I immediately call policy holders before any further steps are taken. I introduce myself, let them know what I will be doing, and let them know what the next steps will be. I reassure them that I am there to help them (not harm them), that I am there to smooth out the claims process, and that my goal is to “get them back” to where they were, before the time of the incident.

Sometimes, I joke with policy holders to help them relax; and other times a straightforward approach is more appropriate. Everyone is different, and so there is no “cookie cutter” approach to putting policy holders at ease. However, when I put myself in their shoes, listen to them, treat them with respect, and diffuse their fears – the end result is the same: policy holders no longer see me as “the enemy” by the time I show up at their door.

After I initiate the first point of contact with a reassuring phone call, I arrive on site with the insurer-preferred contractor, where we introduce ourselves in person, and we ask if we can inspect the loss. Over the course of this time period, I chat with the policy holders, ask them questions, and continue my mission: to ensure that they remain relaxed.

Finally, when I leave the site of the incident, I let them know what to expect. I let them know that I have made my report, and that the next steps are in the hands of the insurance carrier – however, I encourage them to call me any time they ever become fearful or feel that things are going too slowly.

In these cases, I become the policy holders’ advocate. I have excellent relationships with all my carriers, which makes it possible for me to call the carrier, follow up with policy holders, and ask the insurer to contact them with more information.

As I mentioned, putting a policy holder at ease isn’t a cut-and-dried method with any “set” definition. But being authentically empathic must be at the root of your actions. You must genuinely convey the message: “I am here to help you. My job is to make your life easier – and take the stress away.”

When all is said and done, my work is defined by a strong dedication to delivering an outstanding customer experience to policy holders. I want to make an impact, and make sure they remember me. This is important for all parties involved: the insured, the brokerage partner, and the insurance carrier.

Article by
Antonella I. Di Salvo
Executive Adjudicator for DSB Claims
A Commissioner for the Province of Ontario