8December 2021In the insurance industry, we have a unique opportunity to sell more than just a tangible product--we provide an intangible service, a promise stating that our business will be there to support policyholders in their time of need. This devotion to take care of insureds when they face a covered injury or illness and file a claim is vital--especially in times like those we have all been facing in the wake of COVID-19.The smartest companies are the ones that can marry a commitment to innovation with a customer-centric heart, molding their plans for the future around what the customers want and need. These companies innovate with purpose.Policyholders expect their claims experience to have three key characteristics: speed, ease of use, and accuracy. But there are hundreds of ways to innovate within those categories, and insurers with a purpose-first mindset can take the time to discern which new features and technologies customers need the most. Those insights, gained through intentional, targeted consumer surveying are immeasurably important in helping insurers connect with consumers in the modern insurance landscape.Embrace EfficiencyWhen someone has to file a claim, especially one for a significant illness or injury, it can quickly snowball into a financial strain. And because 39% of American workers say By Jamie Lee, Senior Vice President and Chief Service Officer at AflacOPINIONIN MYINNOVATION WITH PURPOSE: DELIVERING ON THE PROMISE WITH CLAIMS TECHNOLOGY Jamie Lee
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