Claims Communication Preferences: The Phone Reigns Supreme for Insurance Customers
When you file an insurance claim, it's often a stressful and urgent moment. How you communicate with your insurer during this 'moment of truth' can significantly impact your overall satisfaction. New research reveals a clear and consistent preference among policyholders: the telephone remains the most favored channel for claims communication. This insight is crucial for both customers seeking efficient service and insurers aiming to improve their claims management and customer experience.
The State of Customer Satisfaction in Insurance
Customer satisfaction is a key metric for insurers, often highlighted as a top strategic goal. For instance, Allianz CEO Oliver Bäte has publicly stated his ambition to achieve "the highest customer satisfaction," envisioning a future where customers can report and track claims entirely online.
Recent data from Guidewire's consumer study provides a snapshot of current satisfaction levels in Germany. The findings show that satisfaction with insurer customer service has remained stable compared to the previous year. A positive 70% of German respondents felt their contact person had all the necessary information to assist them—a figure higher than in the UK (48%) but lower than in Spain (74%). Notably, only 13% of Germans reported never having contacted their insurer, compared to 39% in the UK.
How Do Customers Want to Talk During a Claim?
The core of the study focuses on communication preferences during the critical claims process. The results challenge the assumption that digital channels have completely taken over.
| Communication Channel | Customer Preference (Germany, 2023) | Key Trend & Insight |
|---|---|---|
| Phone Call | Over 50% (Majority preference) | Preferred for its immediacy, personal touch, and ability to handle complex issues in real-time. |
| Approximately 48% | Valued for providing a written record and allowing asynchronous communication. | |
| In-Person Meeting | 29% (up from 24% in 2022) | Showing a surprising resurgence, indicating a desire for high-touch, personalized service for significant claims. |
| Mobile App | 21% (down from 30% in 2022) | Experiencing a notable decline (-9%), suggesting apps may not yet meet user needs for complex claims interactions. |
The Age Factor in Communication Choice
Preference for phone communication increases steadily with age, but it's important across all demographics:
- Ages 18-24: 47% prefer the phone.
- Ages 55+: 63% prefer the phone.
This indicates that while younger customers are more digitally native, a phone call is still a preferred option for nearly half when dealing with an important matter like a claim.
What This Means for You: Policyholders and Insurers
For Policyholders:
- Know your options. If you need immediate answers or have a complicated claim, initiating contact by phone may be the most efficient path.
- Use email to document conversations and follow up on details discussed over the phone.
- Don't dismiss in-person meetings for major losses; they can provide clarity and reassurance.
For Insurance Companies and Brokers:
- Invest in your call center and voice channel. Ensure you have sufficient, well-trained staff to handle claim calls promptly and empathetically. This is not a legacy channel but a primary one.
- Adopt an omnichannel strategy. While the phone is key, customers expect to switch between channels (e.g., call to start, then track via email or portal). Systems must be integrated so information flows seamlessly.
- Re-evaluate mobile app functionality. The drop in app preference for claims suggests current features may be lacking. Focus on enhancing apps for core claims tasks: easy photo/video upload, clear status tracking, and direct messaging with adjusters.
- Recognize the renewed interest in face-to-face interaction for certain segments and complex cases, and provide that option where feasible.
About the Study: Guidewire commissioned the independent market research firm Censuswide to conduct a targeted regional study among consumers in Germany, the UK, France, and Spain. The sample consisted of 4,135 survey participants (equal number per country). The online survey targeted adults over 18 who had purchased or renewed a common insurance policy (e.g., home contents, auto) within the last 12 months. The study was conducted in February 2023.
Industry Context: These findings are especially relevant as insurers and brokers grapple with claims management challenges like high backlogs, increasing claim frequency, skilled labor shortages, and rising customer expectations. Optimizing communication—the human touchpoint in often manual and slow processes—is a direct lever to improve efficiency, reduce costs, and enhance customer satisfaction during the most critical service moment.