Claims is not the ‘Moment of Truth’
Claims, whilst at the heart of every insurance policy, is not the only time a customer experiences your offering. Various moments within a policy, controlled by many sales, actuarial, underwriting, and other departments, will affect how the customer experiences their policy (and your service).
Although indeed a key moment, the truth is really developed throughout the entire process relating to a policy – it is the point at which this process is deemed a success, or a disappointment.
Claims is not the ‘Moment of Truth’, but the ‘Moment of Value’.