More than a claim: How customer wellbeing is transforming insurance

That’s why customer wellbeing is becoming a central focus within modern claims handling. At its core, it reflects a simple idea: being there for customers when they need support most - not just financially, but emotionally and practically too.

This shift is redefining what great service looks like, turning claims from a transactional process into a human experience.

Why wellbeing matters in claims

No two claims are the same, and neither are the people behind them.

Customers may be dealing with a wide range of challenges when they get in touch, from financial stress to bereavement, illness or anxiety.

As Gemma Goudie, Claims Customer Support Manager at Zurich UK, explains, claims teams increasingly find themselves supporting customers through situations they are not traditionally trained for:

“Our teams receive calls from people who are facing incredibly difficult and distressing situations, as claims handlers they're not really prepared for this.”

These moments highlight why a purely process-driven approach is no longer enough. Customers need reassurance, empathy and understanding, not just answers.

Introducing wellbeing champions

To support this, Zurich have introduced wellbeing champions, dedicated trained individuals embedded within claims teams who help ensure customers receive the right level of care.

They sit within their existing teams as claims handlers, but come together regularly to share experiences, guidance and best practice for dealing with complex situations.

At scale, this creates a powerful support network. In this case, there are around 50 wellbeing champions working across teams, each helping to raise awareness and provide guidance in real time.

Empowering people to go beyond process

A key part of this approach is giving claims handlers the confidence and autonomy to respond to individual circumstances.

Rather than sticking rigidly to process, handlers are encouraged to listen carefully and adapt where needed. In practice, this can mean changing how they communicate, taking more time with a customer, or finding alternative solutions.

This shift can make a meaningful difference. In one example, an elderly customer delayed reporting a claim after losing a hearing aid because they were unsure what to do and struggled to communicate. When they eventually made contact, the handler focused on reassurance as much as resolution:

“She just needed somebody to chat to and to hold her hand through the process.”

The claim itself may have been straightforward, but the experience required patience, empathy and human connection.

Small acts, lasting impact

It’s often the smaller, everyday moments that best demonstrate the value of a wellbeing-led approach.

Another example is a property claim where a customer was advised to leave their home due to damage. While this followed standard guidance, it caused distress because of concerns about their pets. Instead of enforcing a one-size-fits-all solution, the handler found a way to adapt:

“We absolutely could have said ‘the process says this’, but they were able to think differently and offer a solution.” That solution was putting a bathroom pod in the back garden, meaning they didn’t have to move out and the pets, who had mobility issues, could stay.

As a result, feedback often reflects the emotional impact of these interactions, with one customer telling us they had “never felt so heard and so supported.”

Building capability through training and support

Delivering this level of support doesn’t happen by accident.

Wellbeing champions regularly come together to discuss real scenarios, share insights and learn from each other. They also access specialist training in areas such as:

• Managing sensitive conversations
• Responding to mental health challenges
• Recognising signs of distress or vulnerability
• Providing appropriate support or signposting

There are also practical support tools, including internal groups that allow handlers to seek guidance in real time when they are unsure how to respond.

This creates a culture where support is continuous - not only for customers, but for colleagues too.

A personalised approach to communication

Another important element of customer wellbeing is flexibility in communication.

With a wide range of customer profiles, not all customers want to engage in the same way and may change as time goes on. As a result, handlers are encouraged to adapt their approach, offering options such as phone, email, messaging or scheduled updates.

In some cases, simple adjustments, such as agreeing a regular check-in time or using a preferred channel, can significantly reduce stress and improve the overall experience.

Putting people first

Customer wellbeing is not a separate initiative; it’s a core part of Zurich’s claims handling.

Through the introduction of wellbeing champions, enhanced training and a strong focus on empathy, Zurich have created a more human approach to insurance.

Because at the heart of every claim is a person, and being there for them in the moments that matter is what truly makes the difference.