When Crawford is called upon because the worst has happened, our RESTORE values are quite rightly at the heart of everything we do when helping rebuild lives, businesses and communities. But from time to time, we encounter circumstances when we need to step up and do the right thing for the customer, over and above what’s needed to address straightforward reinstatement.
By this, we mean when we encounter vulnerable customers who require additional support.
In the context of an insurance claim, and according to The Insurance Council of Australia’s GICOP rules as well as ASIC, “vulnerable” means someone who is going to have difficulty in understanding the process of making a claim and successfully navigating their way through it. Some of the factors involved may be external, while some can be directly related to personal circumstances such as physical or mental conditions, cognitive impairment, financial difficulties, age-related challenges, language/literacy barriers or experiencing a traumatic life event such as bereavement or divorce.
When these factors are at play, the size of the claim or the nature of the peril is not necessarily the trigger. Yes, a major catastrophe event such as the very recent ex-tropical Cyclone Alfred will create challenges – and indeed, our loss adjusters, who got out into the field remarkably quickly, were referring potentially vulnerable customers within 48 hours of the storm. But if the customer is vulnerable, then even a simple escape of water event can easily cause the same stress or confusion as a full-on flood. To put that into perspective, when we reviewed the live claims related to the ex-tropical cyclone in our system, we found that over 5 per cent of all claims associated with this weather event were flagged to alert us to customer vulnerabilities.
These customers face several challenges during the claims process, including complex administrative procedures, potential communication barriers, emotional stress, confusion around policy terms, financial strain, difficulty with technology, service delays or claim denials. And that’s on top of any inconvenience caused by the loss or damage itself.
Recognising these customers in the early stages of a claim allows for tailored support and improved customer satisfaction. More importantly, though, it makes the claims process considerate for customers facing hardships, be it situational, personal or financial – no customer should be denied the fullest extent of our help, no matter what their personal circumstances.
To help claimants overcome these challenges, insurers must listen to their needs, communicate clearly and offer tailored support.
The role of the Vulnerable Client Advocate (VCA) is critical in deeply understanding and compassionately addressing the unique needs of customers, especially those facing personal challenges. The VCA tailors support to meet individual needs, ensuring the customer’s voice is heard and advocating for them throughout the claims process.
To engage all our colleagues, particularly our loss adjusters who manage claims daily, we have implemented a multifaceted approach to education and awareness. We have rolled out company-wide training to help staff identify vulnerabilities effectively, topping this up with regular emails with reminders on recognising vulnerabilities, providing guidance on how to properly log them on the system and making sure that clear customer consent is obtained. In doing so, we can manage accessibility and foster a compassionate and patient environment, elements that are crucial in building trust and satisfaction throughout the process.
Real-time support from the VCA is also a key element—loss adjusters are encouraged to reach out to the VCA when they have concerns about a potentially vulnerable customer or need guidance on managing such claims.
As an example of this, we recently reviewed a case where reinstatement on an escape of water claim meant that drying equipment had to be installed. In these circumstances the house would normally be considered occupiable, with no need for alternative accommodation during the drying period. Yet the customer suffered from a condition that left them extremely distressed by the noisy equipment and unable to stay in the house - something that had not been either fully disclosed or understood at the outset of the claim.
By taking the time to listen to and understand the insured’s personal circumstances, we recognised their genuine vulnerability – an understanding which persuaded the insurer to reconsider their initial stance, approving the temporary accommodation as well as covering previously incurred out-of-pocket costs. This positive outcome was driven by clear communication and empathy, understanding the insured’s needs and advocating for them, leading to a compassionate resolution.
We are actively gathering feedback from both colleagues and clients on their experiences in identifying and addressing vulnerabilities. This helps refine our training and delivers the knowledge our colleagues need to continuously improve their approach to customers who need extra help. The VCA also receives feedback on how best to support vulnerable customers and loss adjusters, ensuring the role evolves and becomes more effective over time.
This customer-centric approach, with a strong focus on empathy, communication and tailored support, allows Crawford to deliver a positive claims experience for vulnerable customers by providing all the resources and personalised support they need to assist them in their claims process.
The role of the VCA is, therefore, pivotal, driving the best outcomes for customers, especially those facing personal challenges. The VCA tailors its support to meet individual needs, so that the customer’s voice is heard and advocating for them within the claims process. By bridging the gap between loss adjusters and insurers, the VCA helps provide vulnerable customers with supportive outcomes, fostering a culture of inclusivity and respect.
