“The customer is always at the heart of the claims process.”
This is the maxim that guides the work of Stacey Williams (pictured), chief client officer at Gallagher Bassett (GB). Williams began working in insurance in 2000 at Royal and Sun Alliance in claims and operations, before moving to GB in 2002 to become a senior case manager. She told Insurance Business that technology has been a big driver in optimising claims processes at the company, even going back to pre-COVID-19 times.
“As a TPA [third-party administrator], our primary obligation to the insurance industry is to serve our clients,” she said. “Technology is playing a key role here, in terms of employees and external stakeholders being able to stay connected and function cohesively despite being geographically separated, and this is something we continue to invest in.
“Over the past couple of years, we have really seen how technological advancements have been improving the claims journey for our customers. Insurers are embracing next-generation capabilities such as artificial intelligence, advanced analytics and automation to understand the needs of the customer.”
Williams’ emphasis on delivering a positive customer experience is reflected by the broader culture at GB. The company was recently presented with an Excellence award at this year’s Insurance Business Australia Awards, and it took “great pride in receiving this industry recognition,” according to Williams, who ascribed GB’s success during COVID-19 to its status as a value-driven organisation.
“Values are the foundation of our workplace culture at GB, and in times of crisis being guided by them is really important to us,” she noted. “We serve as an extension of our clients’ team, brand and reputation, so understanding their values as well and what they view as strengths ensures that we deliver a service that reflects their expectations.”
“As a TPA, it’s our mission to support and deliver exceptional value to our stakeholders during this challenging time. We’ve been achieving this through working with our clients to create tools, resources and up-to-date information to address their pain points,” Williams added.
Looking ahead, Williams sees several challenges facing the Australian insurance industry including digital disruption, as well as legislative and regulatory changes.
“Adapting to the legislative changes brought forward as a result of the Royal Commission is something that the entire Australian insurance industry is currently grappling with,” she said. “The regulatory agendas affect almost every aspect of the relationship between insurers/service providers and their consumers, and there is a clear competitive advantage for those in the industry who focus on ethical behaviour and go beyond compliance.
“In addition, the Internet of Things, self-driving vehicles, smart homes and wearable devices will promote growth in data sharing. As a result, insurers will be able to tailor their services to meet customers’ needs, and will know more than ever about their behaviours and risk profiles.
“In terms of the claims process, this data and analytics will allow us to adjust claims more quickly and with greater precision, while more effectively recognising fraud.”
