Delivering Unparalleled Claims Experience with Personalized Guidance

What are some of the prevalent challenges currently affecting the claims industry?

In the present day, we are facing significant challenges within the claims industry. The most prevalent issue would be inflation. The recent release of the Consumer Price Index (CPI) indicates a concerning inflation rate of approximately 15 percent, specifically in the automobile repair sector. Additionally, the frequency of storm events, including tornadoes and hailstorms, occurring in the United States and the Southeast region has posed ongoing and substantial obstacles. Regardless of these difficulties, we have witnessed premium growth in the business and policies across all three states while retaining our staff. Alongside our SRU teams, we have strengthened our team of multi-line claims adjusters with specialized expertise in areas such as bodily injury and large losses to handle the escalated volume of policies.

In the industry, handling a claim with an individual who already has legal representation can be challenging. We find ourselves constantly battling against the advertising efforts of plaintiff attorneys on TV. Additionally, there has been a growing trend toward transitioning to a digital framework in order to handle client interactions remotely. These trends have resulted in a decline in customer satisfaction. However, we firmly believe in providing exceptional service to our customers during their time of need, as evidenced by our commitment to offer personalized assistance and guidance throughout the claims process. The longer the wait, the more anxious the individual becomes, increasing the likelihood of seeking legal counsel to navigate the process. Our proactive communication with repair shops enables us to resolve any issues or modifications in estimates efficiently, thereby expediting the repair process and ensuring the satisfaction of the customer. This has led to our notable ascent from the 12th to the 4th position in this year's repair network survey.

Can you describe some of the technologies addressing the aforementioned challenges and motivating the innovation of the future?

The use of technology has become increasingly prominent in our industry. Starting with the property aspect, safety is the major concern for adjusters. Nowadays, roofs have severe slopes that pose significant risks while climbing. Tools like Hover and Eagle-View can map out roofs and determine the dimensions. This enables adjusters to access the situation accurately by identifying damage and obtaining accurate measurements based on imagery.

"We are dedicated to offering personalized guidance and unwavering support to our customers throughout the claims process"

In the automotive sector, the use of artificial intelligence for photo estimation has been remarkable. The potential to obtain an estimate by simply taking a picture of a vehicle is quite impressive. We are also exploring the use of AI to at least initiate the repair estimate. Despite the fact that AI has become adept at preparing estimates, modern cars are incredibly complex, which makes it difficult for both humans and AI to identify hidden damage.

 In other areas such as Special Investigations Unit (SIU) and bodily injury, a comprehensive range of tools is available to access information about individuals, including their prior injuries and accidents. The documentation of a vehicle or an individual's accident history aids in deterring fraudulent claims.

Can you describe some of the practices or technological projects that distinguish you from others in the industry?

Our differentiation from the industry lies in our steadfast commitment to exceptional customer service. Unlike numerous insurers who outsource claim handling to external companies during major catastrophic events, we continue to deploy our own adjusters in the field. We firmly believe in the importance of direct customer interaction. Although some insurers consider this approach costly due to extensive workforce expenses, we have successfully mitigated these costs as a result of the frequency of catastrophes occurring within the industry. By maintaining an in-house team rather than relying on independent adjusters, we exercise control over expenses while ensuring a superior level of customer service, even in the face of ongoing catastrophic events.

Additionally, our company took an innovative approach while switching to GuideWire, setting us apart from industry practices. While many insurers adopted GuideWire, focusing solely on the claims aspect, we chose to implement all aspects of GuideWire simultaneously. This comprehensive transition, encompassing policy, billing, and claims, took over five years to implement. This strategy has proven highly advantageous, particularly in terms of pricing and market agility.

What advice would you give to budding industry professionals in order to meet the challenges of the industry effectively?

In my opinion, when it comes to effectively addressing the challenges in the claims industry, I believe one essential factor is having experienced and dedicated employees. It is essential to prioritize low turnover and cultivate an experienced management team, as this enables us to make informed decisions and provide exceptional customer service. By developing a strong and knowledgeable workforce, we can successfully navigate the dynamic claims landscape and make informed decisions for our organization.

Bryan Hubbard is an experienced professional in the insurance industry, currently serving as the senior vice president of claims at Alfa Insurance. He holds a bachelor's degree in finance from Troy University and a JD from the esteemed Birmingham School of Law. In his thirty-five years with the company, he advanced from a field adjuster in Birmingham, Alabama, through various managerial positions to his current position. Throughout his journey, he has upheld values of service and respect, honed during his time on the football field. Responsible for overseeing a dedicated staff of 290 employees, his primary focus is on property and casualty insurance in Alabama.