Before becoming a parent, I thought I could plan for everything. There are books, blogs and apps galore. My prediction was that I could stay ahead of the chaos if I studied, prepared enough and followed the proper steps.
Then my son was born.
On day one, the script fell apart. He was fussy. He was colicky. Nothing went according to the timelines in the books. There were no cause-and-effect patterns, just long nights, gut instincts and trial and error. Instead of a playbook, parenthood resembled improv.
Insurance customers, especially after a catastrophic event, are much the same. They’re overwhelmed, confused and emotionally raw. You can’t script your way through their experience. You can’t automate empathy. You have to show up, adapt and be present.
Yet too many systems in the claims world are built like parenting guides: excellent in theory, but useless in a meltdown. There are lessons to be learned from the mess.
Efficiency Over Empathy
Recent data underscores a troubling trend in the industry. J.D. Power’s U.S. Property Claims Satisfaction Study from 2024 revealed that customer satisfaction with homeowners insurance claims plummeted to a seven-year low.
The primary culprits were delays and inadequate communication, particularly during Cat claims. Findings from this year’s study revealed a continued rise in severe weather events, longer claim cycle times and the same level of service provided (with higher insurance premiums, no less). It’s as if the carriers adopted a “less is more” approach—reminiscent of the airline industry.
While carriers have invested heavily in digital tools to streamline claims processing, these advancements haven’t always translated into a better customer experience. For instance, the 2024 U.S. Claims Digital Experience Study found that while digital claims reporting outperforms phone-based communication in customer satisfaction, a significant gap remains in timely responses to emails and texts. Only 39% of customers reported that insurers always responded promptly, highlighting a disconnect between technological capability and human connection. Another telling discovery in the report: Humans still want “humans” to resolve their claims.
Technology Serves the Carrier First
Many auto insurers have implemented AI-based photo estimation tools for vehicle damage assessments. While these tools help adjusters work faster, customers often receive inaccurate estimates, which lead to disputes and repair delays. Therefore, longer cycle times lead to decreased satisfaction and increased friction (all despite a significant investment from the carrier). When technology is misaligned with customer needs, it doesn’t drive satisfaction; it drives customers away.
