AUGUST 20208IN MY OPINIONIn the insurance industry, we have a unique opportunity to sell more than just a tangible product--we provide an intangible service, a promisestating 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 thatcan 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 timeto discern which new features and technologies customers needthe most. Thoseinsights,gainedthrough intentional, targeted consumer surveyingare 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 intoa financial strain. And because 39% of American workers say they could not survive for a month without their paycheck,1 it is critical that insurers help provide fast financial relief for insureds in a time of crisis.That is why speed and efficiency are essential. Policyholdersneed Jamie LeeInnovation with Purpose: Delivering on the Promise with Claims TechnologyBy Jamie Lee, Senior Vice President and Chief Service Officer at Aflac
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