Posted by Daniel Brito, managing director of Legal Futures Associate National Claims
Brito: It’s about finding the balance
Across the world, and specifically In the claims management industry, there’s a lot of talk about artificial intelligence (AI). Will it revolutionise the sector, or is it simply a tool to make processes a little easier?
In my experience, AI isn’t a game changer, but it’s definitely streamlined aspects of our business. While it may help us work faster, smarter, and more effectively, it will never replace the human touch required by a successful claims management company.
AI accelerates processes, provides insights and automates time-consuming tasks, which allows us to focus on what really matters – supporting clients at every stage of the claims journey and handling their cases with care, compassion and attention to detail.
We are at the forefront of industry innovation, utilising AI tools not to replace staff, but to empower them. It’s particularly powerful for data analysis and reporting.
As you can imagine, we work with a staggering amount of data, ranging from campaign performance to client feedback. What would have taken a claims handler away from their everyday duties for days at a time can now be passed through AI to make sense of the data in a fraction of the time.
Using AI to monitor our performance and build comprehensive reports allows us to get actionable insights within minutes. As a business that proudly relies solely on reactive leads, this rapid feedback has been a game-changer for refining our campaigns in real-time.
Being agile enough to access, adapt and fine-tune our campaigns while they’re live is what gives our partners the highest-quality leads. What once would need to wait until the end of a campaign cycle can now be done seamlessly at any point, allowing us to improve outcomes for us, our partners and claimants.
AI in the call centre: A supporting role
While AI has proven invaluable for reporting and campaign management, it admittedly does have its limits. We pride ourselves on a deeply personal process from start to finish, taking time to speak with clients to understand their situation, explain the process and support them at every step of the way.
That’s why we’ll never rely on AI to replace our call-takers. It’s simply not possible. The human touch required to fulfil our internal ‘extra mile promise’ is irreplaceable.
That said, by taking care of the smaller details, AI frees up our team to focus on the conversations that really matter.
AI’s role in retention
Retention is another area where AI has made a notable impact for us. By analysing trends in client behaviour, it’s helped us identify where we might be losing people and take action to address those pain points.
Having any sticking points highlighted to us has allowed us to streamline processes further and improve our client journey. We now operate using a customised dialler that has been specially designed to cater to our strategy, which allows our dedicated team to act on leads within seconds.
It can also help us understand why some clients disengage, allowing us to make targeted improvements where necessary.
Ultimately, it’s about understanding our clients better and delivering a service that meets their needs. AI might provide the tools and insights, but it’s down to our team to act on them. Since implementing AI reporting into our retention analysis, we’ve seen a 20% increase.
As technology continues to evolve, AI will undoubtedly become more capable and more integrated into our workflows. But no matter how advanced AI becomes, it will never replace the often-understated impact of human compassion, knowledge and care.
In our industry, trust and empathy are everything. Clients come to us during some of the most challenging times in their lives, and they want to feel heard and understood.
While some may argue that AI has its uses for initial case qualification, we understand that people want to have a conversation where they feel heard, understood and valued. That’s why every message or call is taken by a call handler.
People want to connect with people, and that’s something AI will never be able to replicate. So, while AI plays a helpful role in our work, it’s team, values and commitment that truly matter. With the right balance of technology and humanity, we can deliver the best possible outcomes for clients and partners alike.
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