The Role of Texting in Empathetic Claims Handling

Insurance isn’t a tangible product; it’s a promise. When a customer has a claim—when they’re often stressed, vulnerable and uncertain—that’s the moment when the insurance carrier must fulfill that promise. And how the carrier shows up in that moment defines the entire relationship; that’s why empathy is essential in claims.

Hi Marley analyzed almost 25,000 customer satisfaction surveys and found that empathy has a significant impact on the overall claims experience, as an empathetic adjuster approach is the top driver of 5-star satisfaction scores.

Empathy means recognizing how someone else is feeling, understanding their point of view, without judgment, and responding in a way that’s aligned with what they need.

Any type of claim can create an emotional impact, ranging from feeling inconvenienced or irritated to traumatized, and everything in between. The way adjusters approach the claims moment of truth matters, and empathy goes a long way. It fosters a stronger relationship from the outset of the claim, leading to reduced friction throughout the process and ultimately higher satisfaction.

Empathy Means Connecting with Customers in Their Preferred Channel 

Empathetic communication starts with respecting how customers want to connect throughout the claims process.

I’m a working parent. If someone calls while I’m at work, I usually need to step out of a meeting to talk, so it better be quick—no time for small talk—and there better be a reason for a call. At night, you can usually find me in my car while I’m waiting for my children’s activities to finish, scrolling through my phone, catching up on to-dos and updates from school, sports, or camps — accessing this information on my own time, when it’s convenient for me.

Likewise, our customers are busy. They have jobs, families, errands, and lives that don’t stop when they have a claim. They’re not always in a quiet place to pick up the phone for a call or listen to a voicemail. They also don’t always have time to sift through countless emails to identify the most pressing messages that require immediate attention.

To take an empathetic approach, it’s crucial to meet customers where they are; and where they are most often is on their phone, texting.

Texting is more convenient than phone calls, more personal than email, and also the preferred method of communication for customers. Hi Marley’s recent Voice of the Policyholder survey found that 85 percent of respondents said that texting is their preferred communication method, and 80 percent would text with their insurance carrier if they offered.

It does not mean that there is no place for phone calls or emails. It does mean recognizing that texting enables carriers to provide personalized, timely communication and showing that they understand what their customers need.

Empathy Means Providing Clarity and a Sense of Control in a Stressful Situation

Texting not only meets customers where they are, but it also helps adjusters provide clarity, reduce stress, and build trust—all factors in empathetic claims handling. In the chaos of claims, texting also helps policyholders save time, stay organized, and maintain a sense of control.

When customers have all the necessary information documented in the text thread, it reduces complexity and ensures they understand the claims process. They can feel confident that no details will be lost and that the adjuster will follow through with the set expectations.

Texting also creates an end-to-end conversation. This allows anyone handling the claim throughout the process to quickly see the status, context and details, without making the customer answer the same questions over and over again.

Hi Marley’s recent survey underscores the value of this, revealing a direct correlation between customers’ satisfaction levels with their claim and the number of times they had to repeat details. When respondents only had to tell their story once, 86 percent reported being satisfied with their claim experience; the satisfaction level drops when they had to repeat themselves.

Customers rely on a clear record of communication to keep things straight; it also helps them feel heard and treated with empathy, which ultimately drives satisfaction.

Empathy Means Considering How Someone May Need to Receive Information

Part of empathetic communication means considering how others may need to receive information. For insurance professionals, empathy can mean using a text when a call would overwhelm. It can mean giving someone a way to manage tasks at their own pace.

Texting gives policyholders time to process the news, collect their thoughts and respond at their convenience.

At the same time, texting allows the adjuster to deliver the news in one message that explains everything thoroughly, provides clarity and, the option to schedule a phone call if they want to talk using voice, or continue the conversation via text. As a result, claims move along faster and help customers feel supported in the way that is most comfortable.

With texting, insurance professionals gain efficiency through digital communication channels without losing the human touch. Being efficient, transparent, and respectful of someone’s time is not cold or casual. It’s considerate. It’s empathetic. It’s how insurance professionals can establish a personal connection with a customer, provide clarity, communicate with empathy and show that we care during the moments that matter most.