Striking a Digital Balance: Insurers Tackling Claims Complexity in a Digital Age

While it may feel as though every aspect of daily life is becoming digital, consumers are enthusiastic about adapting habits in some areas more than others. Digital adoption typically depends on the complexity of the ‘episode’ (an interaction that fulfills a need). Consumers tend to pick up simple, routine digital episodes quickly and with ease. More complicated or emotional episodes, less so.

Insurance, an industry that has lagged others in digital disruption, is a prime example. Most US property and casualty insurers see high levels of digital adoption and success for routine episodes, such as managing account information and preferences. They have also made recent strides in sales: Over the past year, digital leaders in auto insurance saw up to 61% of customers initiate a sales interaction through digital channels, according to NPS Prism® data. In home insurance, where sales episodes are slightly more complex and emotional, leaders’ adoption rates reach up to 54%.