Our approach

The claim is the moment the promise is tested.

Understand the experience first. Set it against the market. Examine the outcomes that follow.

Before the claim. During it. Afterwards.

The promise is made. The claim tests it. The customer decides.A qualitative sequence: before the claim, premiums are paid and expectations formed; during the claim, communication, help, waiting and resolution test the promise; afterwards, renewal, recommendation and trust reveal what follows. Not a scaled timeline. BEFORE DURING THE CLAIM AFTER The promiseis made. The promiseis tested. The customerdecides. Premiums paid.Expectations formed. Communication. Help.Waiting. Resolution. Renewal. Recommendation.Trust in the next promise. What happened during the claim matters alongside what the customer did next. The promise is made. The claim tests it. The customer decides.A qualitative sequence: before the claim, premiums are paid and expectations formed; during the claim, communication, help, waiting and resolution test the promise; afterwards, renewal, recommendation and trust reveal what follows. Not a scaled timeline. BEFORE The promise is made. Premiums paid.Expectations formed. DURING THE CLAIM The promise is tested. Communication. Help.Waiting. Resolution. AFTER The customer decides. Renewal. Recommendation.Trust in the next promise. What happened during the claim mattersalongside what the customer did next.

Communication, help, waiting and resolution shape a customer's experience. What happens afterwards gives a further view of what that experience meant.

The commercial blind spot

The cost sits in one place. The value is scattered everywhere else.

One claim. More than one consequence.The same claim has an immediate recorded cost, claims expenditure, and customer outcomes that emerge over time: renewal and retention, recommendation, and reputation and trust. The connections are conceptual and do not show amounts, proportions or measured causal effects. THE CLAIM EXPERIENCE COST RECORDED NOW VALUE EMERGES OVER TIME Claims report Claims expenditure One line on one report. Renewal and retention Whether customers stay. Recommendation Whether they recommend. Reputation and trust Confidence in the next promise. Seen later, across the business. One claim. More than one consequence.The same claim has an immediate recorded cost, claims expenditure, and customer outcomes that emerge over time: renewal and retention, recommendation, and reputation and trust. The connections are conceptual and do not show amounts, proportions or measured causal effects. THE CLAIM EXPERIENCE COST RECORDED NOW Claims report Claims expenditure One line on one report. VALUE EMERGESOVER TIME Renewal and retention Whether customers stay. Recommendation Whether they recommend. Reputation and trust Confidence in the next promise. Seen later, acrossthe business.

The framework

Four questions, tested throughout a claim.

Borrowed from The Trusted Advisor and pressed into the service of claims: trust is credibility, reliability and intimacy, divided by self-orientation. A claim is a sequence of moments in which customers decide whether the insurer can be trusted.

Trust = Credibility + Reliability + Intimacy Self‑orientation

  • Credibility

    “Do you know what you are doing?”

    A customer can forgive a great deal, but they can tell within minutes whether they are in capable hands.

  • Reliability

    “Will you do what you said?”

    A claim is a sequence of small promises. The customer is counting, even when they do not realise they are counting.

  • Intimacy

    “Am I safe with you?”

    The term the industry measures least, and the one customers describe most vividly, long after the money is paid.

  • Self-orientation

    “Are you on my side, or your own?”

    The denominator. It does not subtract from trust. It divides it. This is where claims are truly lost.

Keep the human experience in view.

Explore two fictional journeys through the moments that shape a claim. The photography is AI-generated; these are illustrations, not case studies.

Follow the Motor journey →Follow the Home journey →Read the evidence basis →