Customer Communication During Claims

Communication Is Half the Battle

A policyholder who is kept informed throughout the claims process: even if the claim takes time: is dramatically more satisfied than one whose claim is paid quickly but with zero communication along the way.

This seems counterintuitive, but it's consistently proven by customer satisfaction research: people can accept delays if they understand why. What they can't accept is silence.

In Ghana, where many policyholders already suspect insurers don't want to pay, silence is interpreted as avoidance. Every day without communication is a day the policyholder's trust erodes further.

The Communication Protocol

At notification: 'Thank you for contacting us. Your claim reference is [number]. I'm [name], and I'll be handling your claim. Here's my direct WhatsApp number. Next step: I'll review your policy and call you within 24 hours with an update.'

At assessment: 'I've reviewed your claim. Here's what's covered, here's what we need from you [specific documents], and here's the timeline I'm working toward. Do you have any questions?'

During investigation: Weekly updates minimum, even if the update is 'we're still waiting for the loss adjuster's report, expected by [date].' Never let more than 7 days pass without contact.

At decision: If approved: 'Great news: your claim for GHS [amount] has been approved. Payment will be in your mobile money account within [X] business days.' If declined: 'I need to share a difficult decision. Your claim has been declined because [specific, clear reason]. Here's what you can do next [complaints procedure, NIC referral].'

After settlement: 'Your claim has been settled. Is there anything about the process we could have done better? Your feedback helps us improve.'

Delivering Bad News

Declining a claim is the hardest conversation in insurance. Do it badly and you confirm every negative belief about the industry. Do it well and you can actually preserve the relationship.

Rules for declining claims:

→Be specific. Don't say 'your claim falls outside the policy terms.' Say 'your policy excludes damage caused by [specific exclusion], which is what happened in this case. Here's the relevant clause.'
→Acknowledge the impact. 'I understand this is not the news you were hoping for, and I know you're dealing with a difficult situation.'
→Explain next steps. 'You have the right to appeal this decision. Here's how the appeals process works. You can also contact the NIC complaints unit if you feel the decision is unfair.'
→Never be dismissive. The policyholder paid premiums and expected protection. Their disappointment is valid even if the decision is correct.