A Customer-Centric Approach to Claims Processing

By Marc Rothchild, Senior Vice President – Head of Claims, Xceedance

Creating meaningful customer experiences starts with understanding how dramatically expectations have evolved. In today’s insurance landscape, policyholders expect speed, clarity, and a personalized approach at every touchpoint, especially during claims.

According to a study by J.D. Power, insurers are only able to meet customer expectations 34% of the time. At a time when the insurance industry is continuously seeking ways to enhance customer satisfaction, digitally transforming the insurance operations is imperative for success.

Claims represent the most defining moment in the insurance lifecycle. When a policyholder experiences a loss, their perception of the insurer takes shape in real time. Their expectations, emotions, and need for clarity all converge at a single point, the claims process.

A customer‑centric approach to claims begins with understanding the claimant’s situation, then shaping interactions, workflows, and technologies around it. Using the right digital tools, insurers can:

• Enable mobile‑first, intuitive experiences that meet customers where they already are
• Leverage AI‑driven decision support to speed resolution and improve accuracy
• Deliver personalized communication that anticipates needs and minimizes friction
• Proactively guide policyholders with status updates and contextual next steps

When executed well, customer‑centric claims processing strengthens trust, reduces anxiety, and deepens long‑term relationships.

What’s Inside the Whitepaper?

The whitepaper outlines practical steps and strategies insurers can use to redesign claims around customer needs, including:

• Digital transformation initiatives
How insurers can make early, high‑impact improvements that reshape the claims experience.

• Customer‑centric self‑service models
Designing intuitive tools that empower policyholders without sacrificing empathy.

• Using customer data and analytics for insights
Turning data into actionable intelligence to improve accuracy, speed, and transparency.

• A practical checklist of best practices
A structured guide to help insurers begin and sustain a journey toward customer‑centric claims operations.