The challenges facing the sector are well known, but instead of being an excuse for a dip in customer service they should actually be a motivation to raise the bar even higher.
That was the message delivered by Sharna Thomson, Head of Customer – UK Claims, Zurich, who was speaking at ARC360’s Gaining Ground Together event, held recently at The Manufacturing Technology Centre, Coventry.
Sponsored by GT Motive and OSCA, the event brought together key leaders from across the industry to share their insights around topics such as sustainability, technology, and the supply chain – as well as customer service.
Care
Sharna said that now more than ever the customer needs to feel valued and cared for in a time of personal crisis, and although there are many parts of the claims journey that can’t be controlled, there are key elements that the industry does have complete control over and it must make these a priority to ensure the experience is as efficient and straightforward as possible.
She said, “There are two key questions we need to answer: What do our customers expect from us, and what’s within our control?”
One of the fundamentals of good customer service, she continued, is communication. Customers expect to be kept informed, via the channels that suit them.
“Silence is deafening,” Sharna continued. “Customers want to know what is going on, even if there are no updates. They want to feel like they have not been forgotten, and with technologies such as live chat it is completely within our power to keep them updated in the manner they want. There are some customers who will still want a phone call and the option of talking to someone, so we have to make sure that is still available, but our customers come from many different demographics, so we have to make use of the technologies that are out there to talk to them through the channels that are convenient to them.”
Sustainability
Sustainability is also a growing concern among policyholders, with many now prepared to pay a premium for solutions that are kinder to the environment. This too is something that industry stakeholders can control.
Sharna explained how Zurich has introduced Courtesy Care, a greener alternative that also addresses the current challenges around mobility. She said that not all policyholders want – or need – a courtesy car. To encourage those who can do without one, Zurich now offers the option to have the amount it would spend on a courtesy car during the repair donated to a charity of the customer’s choice, and in their name.
Zurich also offers customers the option to take Halford’s vouchers to support the purchase of a bicycle if and when that would negate the need for a replacement vehicle.
Sharna said, “There are parts of the customer journey we can’t control, there are parts we can influence but not totally control, and there are parts we have control over no matter what else is going on in the world.
“It is our job to ensure we’re doing everything we can to make the claims process simple, to keep our promises to customers and to ensure the repair journey is as slick as it can be.”
Collaboration
However, to achieve this she said that collaboration with repairers was critical. She explained that when it comes to customer satisfaction the repairer has far more influence than the insurer as often it is the ‘face’ of the claim.
Sharna said, “The customer doesn’t necessarily recognise the 20 other companies that are involved behind the scenes. All they recognise is Zurich so in many ways our brand is in the hands of the repairer, and we are hugely reliant on them.”
Gaining Ground Together was supported by ARC360 Corporate Partners Solera Audatex, BASF, BMS, CAPS, Copart, EMACS, Entegral, Enterprise, Innovation Group, Mirka, Nationwide Vehicle Recovery Assistance, and S&G, along with Partners Repairify, The Green Parts Specialists, Indasa, and Prasco UK, and Associate Partners, Gemini ARC, Trend Tracker, and Thatcham Research.
