Boost Claims Satisfaction by Matching Communication Preferences

When an insurance customer has a claim, it is a key “moment of truth” that can make or break the relationship with their carrier. The way insurers communicate with claimants throughout the process plays a big role in maintaining strong relationships and building loyalty.  

The Impact of Communication Channels on Customer Satisfaction

Digital processes continue to be a key focus area for insurers as customers can engage in digital channels throughout every phase of the claim, from reporting their claim to submitting photos, receiving status updates and even getting paid. The comfort level for customers with using digital channels throughout their claims can vary significantly, and it is critical for insurers to understand these differences to ensure digital interactions lead to positive outcomes. Insurers must confirm that digital processes are working effectively and are offering digital options to the right customer at the right moment in the claim.

Understanding preferences is critical in a digital strategy, particularly in regards to communication channels which have a large impact on the customer experience. J.D. Power data shows that customers who are uncomfortable with an entirely digital claims process report notably lower satisfaction levels when using digital channels. For instance, those who only receive settlement explanations through digital channels like email or mobile apps provide satisfaction scores over 100 points lower than those who had verbal discussions. Similarly, customers who primarily communicate through digital channels rate their experience 100 points lower than those who receive phone calls. Interestingly, among those who are uncomfortable using digital channels, satisfaction is even lower using digital than if the customer had to primarily make phone calls for updates.

Source: J.D. Power 2025 U.S. Property Claims Satisfaction Study^SM
Note: Settlement explanation includes “Did not receive explanation” and “Other method” in the base; Primary communication method includes mail, in person, and other methods in the base.

Customer Preferences Are Not Being Met Today

Allowing customers to use their preferred communication channels is a huge opportunity in the claims process today. When comparing the top 3 channels a customer used to communicate throughout the claim to their preferred channels, the J.D. Power 2025 U.S. Property Claims Satisfaction Study found that more than 80% of customers were using a channel they do not prefer. While high satisfaction is achieved for the 18% who are primarily using their preferred channels, this discrepancy highlights a significant opportunity for insurers to improve their communication strategies by better aligning with customer preferences.

Source: J.D. Power 2025 U.S. Property Claims Satisfaction Study^SM

Strategies for Insurers to Align Communication Channels with Customer Preferences

To help increase satisfaction during a critical moment in the customer relationship, insurers should adopt strategies that identify and prioritize customer communication preferences. Here are some effective approaches:

• Offer Multiple Communication Options: Provide a variety of communication channels, including phone calls, texts, emails and self-service options via web and mobile apps, that contain similar information that addresses common customer inquiries. This ensures that customers can choose the method that best suits their needs.
• Capture Preferences Early and in Shared Platforms: Gather communication channel preferences early in the claim and ensure that data is shared across all internal platforms that will inform any interaction points with customers. Use this data to tailor the claims communication process to individual preferences.
• Execute Effectively Across Channels: Keep customers in their preferred channels by having consistent information and seamless service experiences across each channel. Customers often leave a given channel if they have a bad experience, like not being able to find relevant information or not receiving a timely response to an inquiry.
• Implement Feedback Loops: Create feedback loops to continuously gather customer input on communication preferences and satisfaction levels. Use this feedback to make ongoing improvements to the claims process.

By implementing these strategies, insurers can better align communication channels with customer preferences, resulting in higher satisfaction levels and a more positive overall experience during the claims process.

About the Author: Mark Garrett is a Director for the Insurance Intelligence Practice at J.D. Power. His primary focus is on Auto and Property claims, including the digital experience. He works with many of the top 30 insurance carriers consulting on study findings and advising on opportunities to improve the customer experience.

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