A GlobalData survey signifies that conventional claims channels stay central to how clients work together with insurers, at the same time as digital service instruments proceed to increase. Whereas on-line claims submissions via web sites and apps have gotten extra frequent, a considerable share of shoppers nonetheless provoke claims via direct interplay channels, highlighting the continuing significance of environment friendly call-handling and claims consumption processes.
GlobalData’s 2025 UK Insurance coverage Client Survey discovered that claims are mostly initiated via the supplier’s web site (23.9%), carefully adopted by on the cellphone (23.5%), whereas 21.8% of respondents submit claims by way of electronic mail kinds. Digital app utilization stays decrease, with 16.2% utilizing the supplier’s app, whereas 14.5% nonetheless depend on postal declare kinds. These findings point out that though digital channels are extensively used, phone-based claims interactions stay a significant factor of the claims journey.
In the meantime, Aviva has introduced plans to introduce a digital agent able to dealing with claims journeys that start with buyer cellphone calls, utilizing AI to seize data and assist early phases of the claims course of. The system is meant to assist name dealing with capability and streamline the primary notification of loss course of, enabling human claims handlers to give attention to extra advanced circumstances.
For insurers, the continued prominence of phone-based claims interactions highlights each an operational problem and a possibility. Claims calls typically signify a resource-intensive stage of the client journey, notably throughout peak claims intervals. Deploying AI-enabled digital brokers to deal with preliminary information seize and triage may assist scale back ready instances, enhance operational effectivity, and speed up the early phases of claims dealing with, whereas nonetheless permitting escalation to human brokers the place crucial.