Ease of communication is no longer a bonus in the insurance industry; it's an expectation. But offering every possible communication channel isn't the solution. In fact, too many choices can create confusion, increase inefficiency, and frustrate policyholders.
The better approach is to guide policyholders to the right communication channel for the situation they're in. That means offering communication options intentionally, not reactively.
Matching channel to context
When a policyholder files a claim or needs support, their need isn't just transactional. There's often stress, uncertainty, and urgency involved. How a carrier communicates in those moments has a direct impact on satisfaction, trust, and overall perception. It's not just what is said. It's how, when, and through which channel.
When choosing the best communication channel, carriers must consider two key factors: complexity and emotion. If a customer needs a simple status update or reminder, texting is often the fastest and most effective way to deliver that message. It's timely, transparent, and creates a written record they can refer back to. On the other hand, if someone is dealing with a significant loss, a complicated issue, or is clearly distressed, a conversation with a person on the phone offers empathy and nuance that a text alone can't convey.
Designing with purpose
The key is not to make policyholders figure this out on their own, especially during a stressful event. Carriers should guide them based on the task at hand. That starts with mapping the most common interactions, such as checking a claim status, confirming an appointment, or updating billing details, and identifying the best-fit communication method for each. This kind of mapping helps reduce friction and ensures the customer experience is both efficient and purposeful.
Some carriers are already doing this well. For example, their adjusters send an initial message saying, "Texting is the easiest way to reach me," and include their phone number and email, which sets a clear expectation. It doesn't block the customer from calling if needed, but it nudges them toward a faster, lower-effort option. That small shift often improves response times and lowers hold times without sacrificing the quality of service.
The pitfalls of "more is more"
On the flip side, a "more is more" approach to communication channels can backfire. Offering every option all the time creates unnecessary complexity. Data gets siloed. Customers get bounced between channels. The experience becomes inconsistent, and resolution times can stretch out. Resources are spread thin across phone, email, chat, and more, and the service level in each channel can suffer as a result.
Building a smarter channel strategy
A "right channel for right now" strategy simplifies that. It respects the customer's time and helps teams work more efficiently. It also provides a framework for making better decisions about communication design, staffing, and technology investments.
This kind of strategy doesn't require massive infrastructure to get started, though investments in automation and AI can help scale it over time. Many carriers can begin with a manual audit. Look at a handful of high-frequency service needs and review how customers are currently engaging. Are they calling about things that could be handled by text? Are they emailing for information that should be visible on the customer portal? Then consider how messaging and prompts can encourage more efficient behavior without eliminating options altogether.
Some teams have gone so far as to create a two-by-two matrix, plotting interactions based on emotional intensity and complexity. That visual helps clarify when texting is ideal, when a phone call makes more sense, and where customers may need additional guidance. From there, messaging can be updated across all platforms to help steer behavior.
Lead with empathy and intention
The most effective channel strategies are designed with empathy at the center to build trust. It's not just about reducing costs or increasing speed, although both are important. It's about acknowledging what a customer might be going through and removing unnecessary barriers. If we ask someone to call when a text could have resolved the issue in seconds, we're creating friction. If we rely on a message when the customer really needs to hear a human voice, we miss the chance to build deeper connections.
Channel guidance is not about restricting choice; it's about providing informed options. It's about supporting better outcomes for both the policyholder and the carrier. When communication is purposeful, the experience improves. Resolution happens faster. Confusion decreases. Trust increases.
Getting this right doesn't require a complete overhaul. It starts with taking a closer look at the moments that matter most to policyholders and intentionally designing communication pathways that support them. Everyone wins when carriers drive customers to the right channel at the right time.
