Personalizing the Claims Experience

Insurance may be built on policies and procedures, but policyholders don’t experience it that way. For them, each claim is personal—often tied to stress, uncertainty, or even loss. When adjusters respond with personalized service, it can turn a frustrating situation into a supportive one. That shift builds trust, loyalty, and a stronger overall impression of the carrier’s brand.

Personalization doesn’t mean customizing every step of the process—it means recognizing the human behind the claim and adapting your approach accordingly. A little empathy and flexibility go a long way.

Start with Preferred Communication

Policyholders today expect options. Some want text message updates, others prefer email or a phone call. Whenever possible, ask how they’d like to be contacted and stick to it. This small gesture shows respect for their time and helps avoid missed messages.

• Use modern tools: Many claims systems allow for multichannel communication. Utilize them to meet clients where they are.
• Be consistent: If a policyholder chooses text, don’t follow up by voicemail unless necessary.

Adapt Your Tone and Language

Every policyholder brings a different background, level of familiarity, and emotional state to the claims process. Great adjusters read the room and respond accordingly. This includes:

• Speaking plainly: Replace legal jargon with simple, clear explanations.
• Showing empathy: Acknowledge that filing a claim can be stressful. Phrases like “I understand how frustrating this must be” build connection.
• Flexing tone: Some clients respond well to formal professionalism; others prefer a calm, conversational style. Match their comfort level.

Recognize What Matters Most

For one client, speed may be the priority. For another, it’s clarity. Some are concerned about cost, while others just want reassurance. Asking one simple question—“What’s most important to you during this process?”—can uncover valuable insight that guides your approach.

Personalization in claims isn’t about scripting empathy. It’s about adjusting your process, communication, and pace to fit the person—not just the policy.

Final Thoughts

When policyholders feel seen and heard, they’re far more likely to stay calm, cooperative, and satisfied—even when outcomes aren’t ideal. Personalized claims handling isn’t about adding complexity—it’s about practicing intentional empathy and flexibility. And in an industry where trust is everything, that personalization makes all the difference.