What If We Measured Claims Teams Like Sales Teams? (Broker Edition)

Sales gets the credit. Leaderboards. Bonuses. Targets. Celebrations when things go right. Claims? Claims often gets the complaints, the costs, and the pressure when things go wrong.

But if you’re a broker running a decent-sized personal lines book, claims is half your customer experience. It’s where reputational damage happens or where loyalty gets earned.

So why don’t we measure claims like we measure sales?

Imagine if we tracked:

• How quickly FNOL is handled (not just by the insurer, but from your own ops team or FNOL partner)

  
  

• Customer satisfaction post-claim - across all handlers, TPAs, and providers

  
  

• The true cost of claims leakage and delays caused by internal blockers or poor handoffs

  
  

• The actual retention impact of poor claims journeys

We don’t have to control the claims process to take accountability for it. Your customers still see you as the brand - so own it. Monitor it. Push your insurers and partners for better.

If we measured claims service like sales performance, we’d start to see where real value is being lost and where we can win it back.

Claims isn’t just an insurer problem. It’s your reputation. Your renewal rate. Your brand. Time to treat it with the same energy as new business.

The views expressed in this article are those of WHO2 Global Ltd and do not constitute professional advice. All content is for informational purposes only.